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Milan Fashion Week

From a buyer’s point of view

September 26, 2017

Milan has become the most important Women’s fashion week in the world. The one that offers the widest and most varied choice on all counts. It is in Milan that a buyer is able to start to visualise and plan the future styles and products he will offer to his clients.


The top brands offered fantastic events and great collections. Gucci, with Alessandro Michele true to form, is everything that a buyer looks for in a designer: a trend that offers certainty. 


Fendi, Versace and Dolce&Gabbana the columns of an empire that flexed its muscles and demonstrated the power of its foundation.


And then there was Prada, one of the most surprising shows, a Miuccia masterpiece that responded – without any explanation – to many questions about the state of Italian creativity. Her show was the show of a designer that reads the pulse of the world and returns it’s forecast. She chose comics, the most widely read narrative, a refined way of saying that it is ultimately the editor that fills in the blanks.


Lastly, the buyer’s paradise: in a single MAXI week we had the leather and footwear trade shows (theMicam and Mipel ).  Finally! A great offer as well of specialist and artisinal products and brands from the tradeshows White and Super.


Amongst our discoveries over these past few days: Futuroremoto a jewellery collection by Gianni De Benedittis.


Other surprises that proved #MFW  is in great shape – evolution of brands like Roberto CavalliJil Sander, and Tod's, given new life and made more dynamic by new creative directors (in particular Andrea Incontri for Tod’s). 



The Teatro Lirico chosen by Antonio Marras allowed a peek into the building site of what is known as “La piccola Scala”. Amongst scaffolding and wooden beams, Marras gave us a spectacular circus performance of passion and a catwalk show in which shoes and jackets stood out.  




A tramezzino sandwich at Marchesi in Corso Magenta and a drink at the end of the day at Ghe Sem in via Vincenzo Monti.




Word of mouth during fashion week is incredibily important, and it is how I discovered, thanks to SimoneMarchetti, two unmissable Instagram  profiles: Sciuragram and Ecce_homo.