High fashion clothing by famous fashion designers is nothing new to Milan, but in actual fact, this year represents a new departure for Settimana della Moda - Milan fashion week - and its presentations of prêt-à-porter or ready to wear garments. Milan Fashion Week has taken its cue from the Milan Design Week in April, when the entire city comes alive with Fuorisalone, design-related shows staged by manufacturers, in addition to the main show at the new FieraMilano facility at Rho-Pero. Settimana della Moda was up until now staged at the central Fiera di Milano pavilions, heightening the sense of exclusivity of the event.
But this exclusivity also meant exclusion, and with fashion houses battling against dropping sales in these recession years, a new idea was necessary to attract the attention not only of buyers and journalists, but also of fashionistas worldwide. The concept developed this year is to stage the shows in central Milan locations, principally Loggia dei Mercanti, Palazzo Clerici, and Circolo Filologico. These venues are all within 300 metres one from another, easily within walking or cycling distance. Some maisons have elected to utilize their own facilities, such as Armani who use their superb theatre in Via Bergognone, Dolce & Gabbana who have likewise refurbished a cinema on Viale Piave, and Versace who have reclaimed Teatro Alcione on Piazza Vetra. On 24 September, Costume National and C'n'C will be presenting their collection on a stage in Piazza Duomo, and on 26 September Missoni will use a catwalk at Milan's University, Chiostri della Statale.
All this means that in some cases, avant-garde fashion will be visible to everyone and not just to the experts. Things are facilitated by the fact that the runway shows will take place over 7 days, as was always the case until Anna Wintour (Vogue) exerted her authority and induced the Milan shows to be concentrated into just four days. The quality of the event has been assured by excluding a few houses, principally swimming costume specialists. This may seem difficult to understand, but the uniformity of approach that this has introduced has wooed back some marques who had previously decided to abandon Fashion Week, such as Dolce & Gabbana.
There is another important reason for the significant changes in the organization of Fashion Week. For years, the presentations were geared to buyers and journalists so that the market could be prepared about six months in advance. Today, a few fashion houses are transmitting runways shows on line, in direct streaming during the event, and then with the chance of seeing it again whenever you like. And customers can actually buy the products online immediately. Burberry is perhaps the best example of this digital revolution, and their spring summer 2011 show can be found online.
Luxos presents its own interpretation of a selection of the shows. Just follow the links below.
Ballantyne Spring/Summer 2011
Cesare Paciotti spring summer 2011
Brunello Cucinelli spring summer 2011
Sergio Rossi spring summer 2011
John Richmond spring summer 2011
Ermanno Scervino spring summer 2011
Piazza Sempione spring summer 2011
Borbonese spring summer 2011
Krizia spring summer 2011
Prada Spring/Summer 2011
Gianfranco Ferrè spring summer 2011
Furla Spring/Summer 2011
Trussardi 1911 Spring/Summer 2011
Valextra Spring/Summer 2011
Bottega Veneta Spring/Summer 2011
Santoni Spring/Summer 2011
Car Shoe Spring/Summer 2011
Fratelli Rossetti Spring/Summer 2011
Burberry spring summer 2011
Allegri Spring/Summer 2011
Emporio Armani spring summer 2011
Bally Spring/Summer 2011
Missoni spring summer 2011
Tod's Spring/Summer 2011
Brioni spring summer 2011
Boss Black Spring/Summer 2011