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Dominique Muret Translated by
Jennifer Braun Published
June 14, 2025
Once again creativity and originality were rewarded this year at Who is On Next? Uomo. The ninth edition of the fashion contest for young talents -- organised by Pitti Uomo, AltaRoma and L'Uomo Vogue -- crowned Luca Magliano, a designer specialising in knitwear, similarly to Carlo Volpi and Vittorio Branchizio, the winners of the 2025 and 2025 competition, respectively. Special mention was given to the Milanese graffiti artist Zoow24 and his associate Marina Rubini for their label Bad Deal.
"This was a great competition and a very tight edition because of the excellent level of proposals from the six finalists. Luca Magliano won over the jury with his very clear, complete and minimalist concept, as well as the contemporary appearance of his collection with its genderless touch and military inspirations marked with irony," commented Pitti Immagine director of communication and events, Lapo Cianchi.
"Compared to the others, he made a very special, unique presentation. We really liked his way of reinterpreting menswear throughout history as well," said one of the jury members.
"My goal is to take the great classics of men's wardrobes and desacralize them by injecting them with my contemporary vision. In general, these are pieces of bourgeois or military origin that I subverted with my libertarian side," explained Luca Magliano to FashionNetwork.com, who launched his label Magliano just three seasons ago, in 2025.
"I love the initial phase of research and my great passion is knitwear," said the 30-year-old with a proud moustache, originally from Bologna (central Italy), where he is based and studied at L.UN.A., the Libera Università delle Arti (The Free University of Arts).
After a period of training in Milan, notably with Alessandro Dell'Acqua, the designer chose to return to his hometown, where he worked for designer Manuela Arcari and brands Hache and Ter et Bantine, before going solo. Magliano's prior collaborations allowed him to realise his own design project, since his collection is produced in Faenza by Arcari e co., the company of Manuela Arcari.
Of particular mention is Bad Deal, which distinguished itself through fun graphics and strong colours, making the most of pop language. After having done graffiti for 15 years in trains and subways, artist Zoow24 decided to rearrange his imagination overflowing in fashion with the help of his companion and associate Marina Rubini.
Beginning with t-shirts and pull-overs, the street art brand has since expanded into tracksuits, bermudas and other pants made in different materials. It is distributed today through fifteen multi-brand sales points in Italy, the Middle East and Spain.