Founder Steps Down Amid Uncertain Future for New Guards Group
Marcelo Burlon has announced his departure from the role of creative director at County of Milan, a fashion brand he established in 2012. The announcement was made by the brand’s parent company, New Guards Group, which indicated that the design team at County of Milan would handle future collections.
This change in leadership occurs at a time when the future of New Guards Group is under scrutiny following the financial rescue of its parent company, Farfetch, by Coupang. There are ongoing discussions about a potential acquisition of New Guards Group by Style Capital, though no agreement has been finalized.
Burlon, whose career spans roles as a nightlife PR, DJ, stylist, and designer, initially launched County of Milan as a T-shirt line. The brand quickly expanded into a full-scale fashion label, drawing inspiration from Burlon’s Argentinean heritage and his birthplace in Patagonia’s El Bolsón. His designs often reflect a unique blend of techno-folk influences, and in 2014, he was featured as a guest designer at Pitti Uomo, solidifying his status in the men’s fashion sector.
In 2015, Burlon partnered with Davide De Giglio and Claudio Antonioli to form New Guards Group in Milan, which was later sold to Farfetch. Burlon continued as creative director after the acquisition and celebrated the brand’s 10th anniversary in 2022 with a major show during Milan Fashion Week at Velodromo Vigorelli.
Aside from his fashion endeavors, Burlon has engaged in various charitable activities. In 2021, he established the Fondazione Marcelo Burlon, aimed at supporting disadvantaged individuals and marginalized communities. This includes contributions to Casa Marcella in Tuscany, a facility for transgender individuals, and initiatives to provide shelter for Ukrainian refugees in Milan.
Burlon has also explored other interests, including backing Morphine.Online, a secondhand and vintage project, and investing in a Mezcal brand and a padel club in his native Patagonia. He currently splits his time between Ibiza, where his home serves as a showcase for works by artists like Keith Haring and Damien Hirst, and Patagonia, with frequent visits to Milan.
New Guards Group, where County of Milan is one of ten international brands, continues to manage several other major labels, including Palm Angels and Heron Preston, while also partnering with LVMH for Off-White and serving as the European partner for Reebok.