
During Milan Fashion Week in January 2025, the menswear brand JORDANLUCA made history by ending its Fall/Winter 2025 show with a surprise runway wedding that celebrated love and unity, capturing the world’s attention. Founders Jordan Bowen and Luca Marchetto, partners in both life and business, surprised the fashion community by exchanging vows on the runway in the first wedding ever celebrated during a fashion week.
A Wedding in the Heart of Milan

The unexpected ceremony took place in Milan, a city renowned for its elegance and as a global capital of fashion, and a place deeply significant to the couple as the heart of Italian craftsmanship and innovation — key pillars of their brand identity. Known for pushing boundaries, Bowen and Marchetto seamlessly blended their professional and personal lives in a way that felt authentic, modern, and heartfelt. Friends, family, and industry insiders were invited to witness the emotional moment, with many attendees wearing pieces from JORDANLUCA’s new collection — a symbolic union of love, artistry, and community.
A Historic Moment for Fashion and Love

Carlo Capasa, President of the National Chamber of Italian Fashion, shared his thoughts on the groundbreaking occasion: “It was an emotional moment of celebration of love that saw Jordan and Luca choose Milan and the fashion week to celebrate their union together with the fashion community.” The gesture not only underscored the inclusivity and progressive spirit of fashion but also highlighted the unique ability of the industry to elevate deeply personal moments to a stage of global significance.
The Vision Behind JORDANLUCA

The runway-turned-wedding ceremony reflected the duo’s creative vision and their shared ethos of living boldly and authentically. Since launching JORDANLUCA in 2018, Bowen and Marchetto have built a reputation for designs that merge British tailoring with Italian craftsmanship, producing collections that challenge norms while celebrating individuality. Their Milan Fashion Week show was no exception, with the garments on display embodying a raw yet refined aesthetic that spoke to the couple’s shared narrative.
Redefining Marriage and Visibility

While Bowen and Marchetto have previously expressed skepticism about the institution of marriage, citing its traditional constraints and societal expectations, their decision to wed on the runway speaks volumes about their belief in the power of love and visibility as a force for breaking boundaries and redefining norms. “Love is as much a verb as a noun; one of those things that has to be expressed in order to fully realise itself. It’s a radical act that can change everything. And in today’s atomised world, love becomes more vital and unselfish than ever as we walk together into whatever comes next,” the pair wrote in the show notes, a sentiment that resonated deeply within an industry often centered on the pursuit of self-expression. By choosing to celebrate their union publicly, the designers sent a powerful message about inclusivity and the evolving definitions of partnership and commitment.
A Defining Moment for Fashion

The ceremony was as much a statement as it was a celebration. It demonstrated that the fashion world is not just a place for artistry and innovation but also a platform for championing personal stories and breaking new ground. As Milan Fashion Week attendees wiped away tears and captured the unforgettable moment on their phones, it was clear that this wasn’t just a wedding; it was history in the making.
Bowen and Marchetto’s runway wedding is sure to remain a defining moment in both the couple’s legacy and the broader narrative of fashion. By merging love with their craft in such a public and unprecedented way, they reminded us all of fashion’s true essence: an ever-evolving celebration of humanity, creativity, and the connections that bind us together.