During Milan Fashion Week, fashion runs fast. Between fittings, backstage, flashes, and catwalks, every moment seems destined to last just long enough to be experienced. It is from this idea that the collaboration between Google Pixel 11 and The Attico is born, a meeting between technology and fashion that puts a simple concept at the center: truly being there, leaving technology the task of preserving what happens. To celebrate the maison’s tenth anniversary, The Attico presented on the catwalk “The other side of Milan”, the brand’s new bag, previewed two days before the show on theattico.com and at The Attico Ibiza.
Looking at fashion up close
The project with Google Pixel 11 Pro starts right from the bag. The teaser images, taken with Pixel, explore its smallest details: compartments, pockets, zippers, and elements that define its construction. A series of close-up images, sometimes unexpected, that invite you to observe “The other side of Milan” from a different perspective. It is a way of telling fashion that does not limit itself to the catwalk, but delves into the details and stories that surround it.
Reclaim the Moment
At the center of the collaboration is “Reclaim the Moment”, an invitation to live in the present without giving up preserving its memories. In this context, Magic Capture comes into play, the feature of Google Pixel 11 designed to automatically capture spontaneous moments and create collections of images to share. The idea is simple: during a show or backstage, there is no need to constantly choose between watching what is happening and photographing it. You can continue to live the moment, leaving the smartphone the task of capturing it. A particularly significant approach during Fashion Week, where everything happens quickly and often away from the eyes of the public. 
Inside The Attico’s backstage
The collaboration continues behind the scenes of The Attico September 2026 Show, bringing the gaze into the spaces that precede the catwalk: the preparation, the details of the collection, the quick gestures of the backstage, and the energy that accompanies the last minutes before the show.
“Fashion is made up of moments that follow one another at an incredible speed, especially during a fashion show. For us, it is important to be fully present in those moments — to live the energy, the emotions, and everything that happens around us, rather than looking at it through a screen,” said Gilda Ambrosio and Giorgia Tordini, founders and creative directors of The Attico.
For the two designers, technology can become a tool to preserve what happens without interrupting the experience: “Celebrating The Attico’s ten years has made all this even more significant: we wanted to immortalize what happens behind the scenes in a spontaneous and intimate way, while continuing to experience it firsthand.” 
Technology, when it takes a step back
The result is a more intimate story of Fashion Week. Not just the catwalk, but everything that happens before and around it: the final preparations, the objects observed up close, the details of the collection, and the emotions that precede the entrance on stage. With Google Pixel 11, The Attico transforms technology into a discreet presence. Not something that takes the place of the experience, but a tool that allows it to be preserved. Because, during Fashion Week, the most important moment is not necessarily the one that ends up in front of the lens. Sometimes it is what happens while simply watching. 
