Via del Telaio 24 — Lugano
SETA
Womens & unisex — since 1987
Dressed in intention.
A boutique edit of silk, wool and quiet tailoring — chosen piece by piece, worn for years.
FW26 — Look 00, the opening gown
The lookbook
Five looks,
read slowly.
Autumn/Winter 2026, photographed between the dunes and the studio. Every piece is in the boutique now.
Look 01
The Long Afternoon
Silk tulle, garment-dyed in small lots
Two gowns cut from the same bolt — wine on wine, hems left to the wind.
Look 02
Ink, Cut Sharp
Double-faced wool, hand-finished seams
A coat with its own architecture. Worn open, it draws the line for you.
Look 03
Wheat & Blush
Organza ruffle, rose-pink, sheer at the shoulder
The romantic piece of the season — worn into the field, not saved for later.
Look 04
The Quiet Uniform
Merino rollneck with a wrapped wool skirt
Black on black for every Tuesday you intend to win.
Look 05
Camel, Collared
Brushed camel cape over crisp cotton poplin
The closing look — a cape that turns a corridor into a runway.
Featured pieces
In the boutique now
A short rail, on purpose. Each piece can be reserved and tried on at Via del Telaio — nothing ships, everything waits.
The boutique
Ticino wove silk for two centuries.
We keep the thread.
Seta opened on Via del Telaio in 1987 with one rail and one rule: nothing enters the boutique that we wouldn't wear for a decade. We still buy that way — small runs from Como looms and northern-Italian ateliers, silk first, always.
Come in for the fabric. Stay for the fit — alterations are done in-house, and your coffee is on us.
Find us
Via del Telaio 24, 6900 Lugano
Two minutes from the lakefront
- Tuesday — Friday
- 10:00 — 18:30
- Saturday
- 10:00 — 17:00
- Sunday & Monday
- By appointment
Visit
One hour. One stylist.
The rail to yourself.
Private styling appointments run before opening and after close. Tell us when, and whether the hour is for daywear, evening or a full wardrobe edit.
The appointment tray — details first