Since launching LAG World in 2021, Milan-based designer Luigi Antonio Giaretti has carved out a space for jewelry that pushes against convention. Drawing from early 2000s streetwear, manga, and martial arts, his designs channel cultural nostalgia into sharp, futuristic forms. With bold signatures like the ‘pierced’ signet ring and croix earcuffs, LAG World has attracted a global following and a roster of tastemakers, from Kylie Jenner to FKA Twigs.
INTERVIEWS
Now, with the opening of LAG World’s first flagship store in Milan, Giaretti steps into a new phase. The space isn’t just a retail point, it’s a physical extension of the brand’s DNA. In conversation with DSCENE’s Katarina Doric, he reflects on the origins of LAG World, the meaning of genderless design, and why accessibility remains central to the label’s growth.
How did LAG World begin, and what initially inspired you to start your own label? – I’ve always dreamt of having my own label. I believe it was something that’s always been inside me. A space where I could channel, stimulate, and give breath to my creativity. Even while working for other brands, building their strategies from scratch and helping them grow, I knew I was preparing for something of my own. That experience gave me a solid foundation, and as soon as I had the time and space, I put myself out there and began building the “idea” that had been living in my head from the very beginning.
Your collections draw from early 2000s streetwear, manga, and martial arts. How do you translate these diverse influences into cohesive, wearable pieces? – These are worlds that collide naturally for me when I design. I’ve always been fascinated by the 2000s, that era carries a specific kind of nostalgia that I reinterpret through a modern lens. The goal is to reference the past while keeping the energy fresh and forward-thinking.
Genderless design is about breaking free from categories that were never meant to define us. It’s about embracing individuality.
When you start designing a new collection, do you have a specific person, muse, or archetype in mind? – Rather than a single muse, which sometimes ends up on the moodboard, I’m often inspired by specific years, architectural structures, or iconic design objects. I find more inspiration in everyday living and environments than in a single person.
What does genderless design mean to you? – Genderless design is about breaking free from categories that were never meant to define us. It’s about embracing individuality. And, to me, even to be more connected.
The ‘pierced’ signet ring and matching sunglasses have become signature pieces. Can you share the story or inspiration behind their design? – That idea was born during a trip to L.A., especially around Downtown. I was inspired by so many things at once: the Harley Davidson culture, late ’90s R&B aesthetics, and this raw, urban intensity. I wanted to capture that feeling and turn it into something symbolic.
Your jewelry has been worn by high-profile figures such as Kylie Jenner, FKA Twigs, and Julia Fox. Is there someone else you’d love to see wearing your designs? – Yes, I do. I’d love to see Miley Cyrus, Bella Hadid, Harry Style or Harris Dickinson (huge fan) in LAG World. They all have this fearless, genre-breaking energy that really aligns with the brand, and of course they are all talented and unique in different ways.
Is there a particular designer, artist, or brand you would consider a dream collaborator for LAG World? – Right now, I think it’d be amazing to collaborate with a denim or sportswear brand. I love the idea of remixing staples into something unexpected.
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As you prepare to open your first flagship store in Milan, what kind of experience do you want to create for visitors? – The flagship is a full extension of the LAG World DNA. Everyone who’s seen it, even before it was finished, told me it felt totally unique. It’s not just a store; it’s a space that speaks our language, a place where people can step inside the world we’ve built.
I love the idea of remixing staples into something unexpected.
Accessibility is part of your brand’s DNA, with statement pieces starting at €50. How do you approach the balance between exclusivity and inclusivity? – That balance is a core value. We’ve worked hard to offer accessible price points without compromising quality. It’s not just about inclusivity in design, but in pricing too. That’s one of the reasons we didn’t rush into a full wholesale strategy. Opening our flagship was a dream and also a conscious choice, to build a direct relationship with our community from day one.
What’s next for LAG World? – I’d love to grow the international side of the business. I truly believe LAG has the potential to connect with people outside of Italy, we’re just getting started. There’s so much more to explore, and I can’t wait to see where it leads, not just to the brand, but to me as well.
