A Brand Revival on the Fast Track A year ago, if you were familiar with the Italian-English outerwear label Belstaff, it was probably because you followed the credits of Hollywood movies very closely or were an extreme motorcycle enthusiast. Those leather jackets worn by Tom Cruise in "Mission Impossible" and Steve McQueen in his down time were Belstaff, as were the jackets in several dozen films. But in the last year, the label has undergone a transformation into a luxury brand since it was acquired by Labelux, a Swiss conglomerate, along with an investment by Harry Slatkin, the founder of the home fragrance company Slatkin & Co., and the American designer Tommy Hilfiger. There have been previous efforts to give Belstaff greater visibility in fashion, but none have been quite as promising as the current revival under the hand of the designer Martin Cooper, who had worked at Burberry for more than a decade. After showing his men's collection in Milan this summer and women's wear in New York this month, Mr. Cooper arrived in Milan this week to showcase a new store concept on via della Spiga, which mirrors one that recently opened on Madison Avenue in New York. "It's crazy," Mr. Cooper said at a party tonight at the beginning of Milan Fashion Week. We've opened two stores in 10 days. While the traditional model in luxury branding is a very slow evolution, the Belstaff revival has been going from zero to 60 in what could be a record pace. The new store has Mr. Cooper's fall collection divided in areas for men and women, with several updated versions of its classic motorcycle jackets, quilted vests and plenty of handbags. Product placement appears to be key to the revival, as Sarah Jessica Parker was carrying a black leather Belstaff handbag, shaped like a simple doctor's bag, when I saw her in New York on Monday. One clever way Mr. Cooper has played up the company's heritage can also be seen in the Milan store, which was designed with William Sofield. Thin tire tracks, the kind a motorbike would make, are visible along the window trims, as well as running across some pieces of outerwear and a few handbags. A black handbag, called the Bridport, costs 1,200 euros, or about $1,565. Despite his take on the motorcycling look, Mr. Cooper hasn't quite gotten around to taking up the sport himself, for fear, he said, "that would destroy the fantasy."