The street claims to be the most glamorous in Milan and one of the most exquisite in all of Europe. Called 'Montenapo' by Milanese, it is primarily for window-shopping, but it's also where one can feel the exclusive and unique ambience of wealthy Milan. The pleasure of strolling in the world of luxury is a bit spoiled by the jam of cars, parked on the pavement almost all-day long - the demand for the whole street to become a pedestrian area is still not that strong. Even a whole afternoon of window-shopping will not be enough for you to see everything; however, there are elegant tea rooms and pastry shops where you can take a break and enjoy the atmosphere.

The extravagance of past times can be experienced today in the so-called Quadrilatero of fashion, which includes Via Spiga, Via Sant'Andrea, Via Borgospesso and Via Monte Napoleone itself. In the area of these streets and their surroundings one can find the greatest concentration of world-renowned fashion designers' outlets, both Italian and foreign, as well as furriers, jewellers and antique dealers. The most important names in the fashion business can be seen there, including Prada, Dolce & Gabbana, Gucci, Christian Dior, Louis Vuitton, among others. The street has often been associated with the Milanese bourgeoisie and thus, it was represented in the 1987 Carlo Vanzina’s film, which depicted the yuppies from that time in an ironic way.

In 2002, a project was started called ‘The Luxury Media’, which included leading radio and TV institutions which promoted the brand ‘Made in Italy‘ and was against everything that doubted the fact that Milan was the capital of fashion. It was held under the patronage of fashion organisations and the tourist section of the Community in Milan, to become the major instrument for collecting information about ‘Made in Italy’ all around the world.