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SPOTLIGHT ON: MFW BEGINS

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From tomorrow until 26 February, Milan will be invaded by the ‘fashion’ atmosphere typical of fashion week, with pop-ups, exclusive events and an international fabric of personalities ready to attend fashion shows and presentations.

Photo: Gucci

With all the armchair revolutions in recent months, the spotlight at this kermesse – which counts 56 physical shows, 5 digital shows and 67 presentations – will focus on the new creative directions of Adrian Appiolaza at Moschino (after the sudden death of Davide Renne), Matteo Tamburini at Tod’s and Walter Chiapponi at Blumarine.

Also returning to the calendar are Marni, celebrating its 30th anniversary after New York, Paris and Tokyo, and Elisabetta Franchi.

Excited anticipation also for the two debuts of Sagaboi, a men’s brand launched by Geogg K. Coope in 2015, and Feben, an Ethiopian designer supported by Dolce&Gabbana, who are also joined by new entries in the world of presentation, such as Cosy Sunday, Maison Jejia and Raisa Vanessa.

Photo: Feben

Missing from the roll call are Cormio, Boss, Andreadamo and The Attico, which made its debut last September, while the big names such as Prada, Gucci, Bottega Veneta, Fendi, Etro and Giorgio Armani, who will close the curtain on the fashion week, are not missing.

Among the main events to follow is the presentation of Fiorucci, which – under the guidance of Francesca Murri – promises ironic and creative colours, followed by a ‘club’ evening in the brand’s style. It is flanked by the Including Diversity conference, with a focus on the theme of ‘diversity’, The Masters of Excellence Award, launched by Lvmh, Loro Piana and Confartigianato, and the Black Carpet Awards, celebrating inclusivity.

Photo: Fiorucci

The first stop of the Milan fashion week will be at 5 p.m. tomorrow evening, at the opening of the Fashion Hub of Camera Nazionale della Moda Italiana, at Palazzo Giureconsulti, Piazza dei Mercanti 2. The location, with a series of brands on display, will be open to the public between WednesdaŠĽ≥ 21 and Sunday 25 February from 9 a.m. to 7 p.m.

Milano Loves Seoul. This is the name of the project linked to the fashion & beauty sector made in Korea, with the aim of enhancing relations between Italy and Korea, with twelve designers involved. The event, packed with talks and masterclasses that you can register for, will be open to the public on 24 and 25 February from 10 am to 7 pm.

Photo: Subin Hahn

Framing the Milan fashion week are a number of cultural events you can enjoy, including the German photographer’s exhibition Jurgen Teller at Cadorna Triennale, the story of Aldo Fallai for Giorgio Armani at Armani Silos, the 50s Couture of the Accademia del Lusso and theAfro Fashion Association at the Fabbrica del Vapore.

Which brand are you eagerly waiting for?
Have a great fashion week!

by Giorgia Dallasio
19 February 2024

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