With limited traffic, Montenapoleone has lost 60% of its profits There is less confusion on the streets, but also in the shops

The introduction of the Limited Traffic Zone in Milan's Fashion Quadrilateral had been talked about for a long time – but now that it’s arriving, not everyone is happy. According to reports from MF Fashion, during the pre-exercise period ending on September 14, there has been a 20% reduction in traffic, but also a revenue drop of up to 60% for some Montenapoleone District associates, contrasting with the positive trend of the first four months of the year. The new measure, set to officially begin next Monday, aims to reduce pollution, enhance safety, and promote pedestrianization (we all know how Via Montenapoleone is already packed with pedestrians walking on the street and cars and motorcycles often pressing the accelerator more than necessary), yet the initial trial data suggest that the price of sustainability will be profits. Quite a dilemma.

The greatest concerns are voiced by the president of the Montenapoleone District, Guglielmo Miani, as reported again by MF Fashion: «We need a transparent dialogue with the authorities to review measures that are causing negative effects and risk undermining the attractiveness and economic balance of the world’s most prestigious shopping district». The association representing the Quadrilateral’s boutiques has highlighted how the traffic reduction, while environmentally positive, is leading to a decline in footfall, with customers avoiding the area due to fears of restrictions or inconveniences. In an official statement published by Il Giorno, it is noted: «We express strong concern over the negative impacts of the ZTL introduction and reaffirm our opposition based on concrete evidence, including a 20% traffic reduction and up to 60% revenue drop for associates, against the positive trend of the first four months of the year». The association has further complained that the circulation ban targets private vehicles but not commercial ones, essentially failing to reduce traffic, even labeling the measure as «ideological».

How the ZTL Works and Who Can Enter

The Fashion Quadrilateral ZTL will be monitored by cameras installed at access points, which will issue automatic fines for violations starting September 15. The area, delimited by Via Manzoni, Senato, San Damiano, Corso Monforte, Via Cino del Duca, and the pedestrian zone of Corso Vittorio Emanuele, will be active all day, every day. Access will require the usual registration of the license plate on the Milan City Council website. Naturally, residents and box garage owners can access freely after registering their license plate, while vehicles accompanying residents or domiciliaries require per-use registration, limited to one vehicle per day.

Vehicles for specific events and services, such as event organization, laundry services, artisans, companies with ongoing contracts, waste collection staff, electric or hybrid postal service vehicles, and those belonging to press agencies, newspapers, radio, and TV stations, must also register. For emergency vehicles or those in custody, such as car valet services, an authorization must be requested by 24:00 the day after access, while for hotel or parking customers, registration is handled by the hotels or garages managing their guests. For goods transportation, deliveries of fresh or baked goods, and vehicles for perishable food items like refrigerated vans, specific derogations and time slots apply. Motorcycles and scooters can enter freely until May 2026, but after that, they too will be restricted.

Are We Sure It’s the ZTL’s Fault?

Reading these complaints, one wonders if the lamented 60% revenue drop cited by the Montenapoleone District is truly attributable to traffic, especially in a year already among the worst in luxury history – perhaps the issue lies more with a global spending downturn than traffic. It’s also puzzling that Miani complains about «furgons and commercial vehicles continuing to circulate and park in the area, causing disorder and worsening safety issues after shop closing hours», as if such vehicles aren’t allowed in specific windows in every limited traffic zone worldwide. How could they cause more disorder than now, with all vehicles free to circulate? The causal link between limited traffic on Montenapoleone and the drop in store customers seems unconvincing, especially since people move on foot between boutiques on a street just 350 meters long. The correlation between the ZTL and the decline in clientele in one of Europe’s most expensive shopping districts appears, to say the least, elusive.