Following MSGM, a number of new, innovative brands are hitting the Milanese runway, including the likes of Shi.RT, by Aquilano and Rimondi, and Vitelli, headed up by Mauro Simionato and his experimental knitwear.
It was the young brands that offered up the most original runway shows in Milan on Friday, from Act N°1's live chamber orchestra and crinolines, to the hypnotic afterparty-like lighting effects at Sunnei.
In a busy Saturday in Milan, Giorgio went Zen master in his private palazzo, Dolce & Gabbana presented disco damsels, Ermanno Scervino refocused with force and Salvatore Ferragamo had a tricky delivery.
The catwalks were graced with playful and magnetic shows on Thursday, with MM6 hosting a cocktail hour runway show at a cult Milan bar, while GCDS unveiled a sexy and sparkly collection that screamed Studio 54.
Friday morning in Milan was all about two labels built on Italian savoir-faire – Tod’s and Missoni, but where the former staged its best-ever ready-to-wear collection; the latter lost its way under a new designer.
The department store chain has joined forces with the pioneering athleisure label to launch Juicy by Juicy Couture, an exclusive brand expansion offering an affordable and inclusive take on the label’s signature styles.
Having been purchased by Eric and Michaël Dayan in 2019, the Sonia Rykiel brand is set to change hands again, joining the portfolio of American fashion group G-III Apparel, owner of labels including Donna Karan.
The understated Chinese luxury label, bought by the Exor holding company at the end of 2020, has taken a more directional turn by naming young designer Yang Li as creative director, and will show in Paris on October 4.