SCIURA

A Sciura is a lady, from the city center of Milan, who is elegant in both her behavior and style. The style of the 'Sciura' has influenced the fashion industry and is continued to do so. ‘Sciura’ (pronounced /ˈʃuːra/) is the feminine word for sciur, which is the Lombardian dialect for signora and signor. The word ‘Sciura’ in itself can be translated directly in to lady, but the essence to the dialect word has a larger meaning. ‘Sciura’ has become strongly connotated to a certain lifestyle, look and attitude. What separates the ‘Sciura’ from other trends and styles is that the style in itself is not merely, or maybe not at all, defined by the physical features. The essence of the style can be described as an attitude, accompanied by certain aesthetic sets of features.