Vogue Fashion's Night Out is at its second year, and its second success. The event, held on Thursday 9 September 2010, was the result of cooperation between Vogue, the Municipality of Milan, and all fashion brands, who worked together to support a project named Adotta un Albero (Adopt a tree). This year exceeded all expectations in terms of the participation of fashion brands and the public who flocked to Milan's famous "golden quadrilateral," transforming the area into a giant party. There was no mention and no trace of the economic crisis, and on the contrary, everyone involved seemed anxious to show that it's time to move on. Store doors were opened, tables of refreshments set out, champagne was poured, and every boutique devised their own personal touch to make the evening unique.
Vogue Fashion's Night Out is one of six evenings organized by the world's fashion capitals (with London, Madrid, New York, Los Angeles and Tokyo).
Luxos were there as observers and reporters, seeing what great and historic brands such as Armani, Zegna, Missoni and Brioni had to offer, alongside more avantgarde maisons such as Marras, Westwood and Moschino. In this article we would like to present our impressions during that evening's marathon.
Vivienne Westwood once again worked in cooperation with Sony, presenting a digital camera and a limited-edition T-shirt in fluorescent colours, available in white, grey and pink. Escada transformed its boutique into a disco, and, with a DJ set in the window displays, and rivers of champagne, it brilliantly combined its sophisticated style with a younger and more rebellious target. Jil Sander's interpretation of the evening was eagerly awaited by Milan's fashionistas, and the brand created a red carpet event, even though visitors left feeling a little confused as to their objective for this evening in particular.
Missoni and Marras were appreciated by all, because they gave the public the chance to meet the fashion designers themselves: a touch of real class that gave a human face to two highly sophisticated brands. Missoni made a special shopper for the evening, as did many other maisons, but with the difference that this was a real Missoni bag, made using quality materials and refined colours. Many other brands in fact just applied their logo to a fairly ordinary shopper. Antonio Marras went even further and personally welcomed all the visitors, wielding a brush and ink, signing each T-shirt sold in aid of trees for Milan, thus ensuring that every one of the limited-edition shirts was truly unique. Moschino was as ironic and counter-current as always, enabling every visitor to have his or her moment of fame by being photographed in a giant bag. The product sold for the occasion was a new vacuum wrapped moleskin notebook.
Amidst the confusion, Brioni was an oasis of peace, with its unmistakable style, its immaculate boutique, and a notebook celebrating 65 years' activity. Stella McCartney took everyone back to their childhood days, echoing advertising campaigns with her muffins and balloons that created a vaguely 1990s party atmosphere.
Ermenegildo Zegna turned the boutique into a workshop, illustrating the production of a hand-made tie. Armani opened the doors of his empire, and, in cooperation with Campari and Radio RTL, presented a chic & black cocktail bar. Paul Smith delighted the palates of all, with a boutique rife in his unmistakable colours, as always midway between fashion and art. His limited-edition shopping bag was in a delicious shocking pink. "Who is Patrizia?" is the motto that greeted us in Patrizia Pepe's store, which for the occasion became an enormous interactive set, presenting a T-shirt that conceals identity, just as in the advertising campaign.
The evening continued with an exponential increase in the number of people present. Via Montenapoleone was choc-a-bloc, and in Via della Spiga, the street seemed to form a fashion continuum with the boutiques. Amongst the crowd were the Mayor of Milan, Letizia Moratti, and signora Vogue, who stepped down from their institutional roles for an evening and enjoyed the success of a city that has no intention of abandoning its title as "fashion capital." Art, performance, glam, fashion, a sprinkle of entertainment, all on a warm late summer evening, made Milan a truly lively and sparkling place to be.