New Guards Group is an Italian contemporary luxury fashion production and distribution holding company co-founded in Milan, Italy in 2015 by Claudio Antonioli, Davide De Giglio and Marcelo Burlon.

[1][2] The company was founded in 2015 by Claudio Antonioli, Davide De Giglio and Marcelo Burlon.

In December 2017, the company acquired an undisclosed stake in knitwear label, Alanui.

[3] In March 2018, Anna Blessmann fashion label, A Plan Application, joined the company with graphic artist Peter Saville.

[4] In March 2019, Peggy Gou joined the roster of labels with her new clothing line, Kirin.