Milan Womenswear collections, and the Fashion Week are (nearly) upon us once again and Milan, from the onset of this summer, is bracing itself for the much anticipated multicoloured invasion that will engulf it from September 21 to 27. Professionals and enthusiasts alike will be flocking to the city in their thousands to discover and comment on the new trends for next year’s spring-summer collections. In truth tendencies are not so much discovered as picked, at least that seems to have been the case in recent years. Long gone are the times when definite and consistent ideas of elegance and style emerged out of fashion shows and went on to influence how we would dress over the following season. Back then fashion created styles that we still recognise as highly representative of their decade. Nowadays what happens on the catwalk closely reflects what goes on in society: fashion has evolved past the point of trying to offer one consistent concept of style for men or women. Reality is complex and multi-faceted and so is fashion. Those who will be lucky enough to attend the shows in September will not be expecting to be told what women are going to wear or look like in 2017, but rather to explore several possible interpretations of different life-styles, that match aesthetics to ethical and cultural choices. This is not about women wanting tips on what to wear: this is about every woman finding a combination that truly expresses her attitude and values.
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Milan Womenswear Fashion Week : last edition
What did we learn from the last edition of Milan Womenswear Fashion Week, that took place in February 2016? The winter-fall collections undoubtedly marked a general trend that favoured colour over the dark tones usually associated with the cold season. Prints, flowers, bright chromatic choices and – most of all – stripes were enormously popular and they don’t look like they are on the way out yet. The same can’t be said for furs, which will be featuring on catwalks less and less if other maisons follow in the wake of Giorgio Armani, who recently announced his intention to give up furs and leather entirely. It is reasonable to think that fewer and fewer collections, in the foreseeable future, will feature animal fibre textiles. One trend that we will be seeing increasingly often is the brand of fashion that has been classified as no-gender – and it is only slightly ironic that we have mentioned that already, when discussing Milan Menswear Fashion Week. Recently, the maison Gucci has also announced that it will no longer hold separate fashion shows and design separate collections for menswear and womenswear: the number of yearly shows will be reduced from four to two, each showcasing one collection, comprehensive of both men- and womenswear. Several factors are at play in such a radical choice, but the overall impression is that fashion is simply keeping up with society and eschewing the established gender distinctions. Is there any point, in this day and age, in presenting female and male fashion in completely separate contexts?
When the circus is in town
One could almost argue that, during Milan Fashion Week, actual fashion is pretty low on the list of priorities for a sizeable share of the rapidly swelling local population. The city’s charm and unmistakeable style stretches way past the span of the catwalk and the dressing rooms, into a myriad of events meant for the entertainment of fashion professionals, bloggers and fans. From September 24 to 27, for instance, the third edition of the Fashion Film Festival will take place in Milan too. This event aims at exploring the cinematographic interpretation of fashion trends and diktats and their evolution over time. With the Menswear Fashion Week happening in June, Milan will barely have time to catch its breath and wave the circus goodbye, before it all swings back with but a brief summer break in between. The city has over 170 events to look forward to, and that’s just counting the actual openings and fashion shows. Hundreds of collateral events will also be taking place, aimed at granting increased exposure to the intervening brands or simply at entertaining the buzzing crowd of experts, stakeholders and media representatives. Brunches and aperitivi will mark the daytime, while dj-sets and glamorous parties will be going on from dusk to dawn, in the reasonable hope that the weather holds, allowing for a few more late-night poolside cocktails and terrace parties, just in time to show off the last of last season’s spring-summer wardrobe.
Milan: the place to be
If you are thinking that only fashion brands have an interest in organising promotional events in Milan during the fashion week, think again! For a week, Milan will be the world’s best possible stage for any brand whose target audience is hip, multicultural and fashion-conscious. Securing a spot for your launch party or press-conference could be the most important marketing decision you make this year. If you need help organising your event, selecting the perfect location to match your brand identity or sourcing specifically trained and multilingual staff, you have come to the right place. Our team of experienced events and HR professionals will be at your disposal. Let’s make your brand big in Milan!