Resisting many decades in an industry as arduous and competitive as fashion is not an easy task. Today, Max Mara celebrates its 70th anniversary since Achille Maramotti decided to launch his own brand in Reggio Emilia, a city in northern Italy with no more than two hundred thousand inhabitants. A clear sign that its particular way of feeling femininity, always accompanied by personality, freedom, and character, has been appreciated generation after generation, and that the fashion house is now celebrating in an atypical edition of Milan Fashion Week. A collection in which the Maison bets on the Britannic style with an Italian accent, in which sober colors, ocher, and brown predominate, with notes of color placed strategically. From quilted bombers to capes, vests, and coats, the proposal stands out for its head accessories, in the form of knotted handkerchiefs and berets, and its careful selection of XXL sunglasses.
While Genny takes us on a trip to a dream palace, in an extremely elegant collection ranging from white to black in which there is no lack of brilliance, Blumarine awakens us from slumber to move forcefully into the future. Ready, steady, go! Their new proposal, presented in an energetic video, brings the physical shows’ magic back though we watch it through screens. Fashion is felt, while the mixes of textures and the risky combinations of color mean illusion. Prelude is Vìen’s Fall/Winter 21 collection, in which they reflect on the end of one stage and the beginning of a new one, with unknown opportunities and different ways of facing life. Distance, not only physical but emotional between people, is the leitmotif of a conceptual proposal that breaks with the classic fashion shows to end in a kiss. Quite a statement of intent.
Andrea Pompilio enumerates his models, inspired by the first fashion shows ever, in a collection accompanied by a small video of exquisite quality that allows us to pay attention to details. He breaks the gender barriers completely, in a collection that is not base on womenswear or menswear, but just people. Wool Only is Dima Leu’s new collection, the most colorful (and one of the most exciting) of the day. Between shows with a marked formal character and garments designed to attend big events or red carpets, Leu understands fashion in a cheerful, artistic, and very interesting way. Reds, purples, greens, and one-color suits complete an extraordinary presentation.
After Anteprima, it’s Prada’s turn. And if you liked their men’s collection presented just a few weeks ago created by Raf Simons and Miuccia Prada, you will love this new proposal for sure. Same setting and same aesthetic codes in a collection inspired by the space between antagonistic concepts. From elegance to practicality, from simplicity to complexity, and of course, from menswear to womenswear. Moschino presents Jungle Red, refusing to accept the idea that comfort should be the top priority in these times, and opts for extravagance, glamour, and theatricality as the only way to maintain a positive attitude. Outfits that we would like to have worn last year, in casting as diverse as their collection, in which Moschino’s team recreates different scenarios and situations. From the stage play that he presented a few months ago to the live show.
Emporio Armani is inspired by the eighties in a cosmopolitan collection in which it proves having been able to adapt itself to new generations, Maxixive invites us to celebrate life at night (and in the heat of a bonfire), Nervi opts for illustration in Galaxydisco, and GCDS presents an authentic audiovisual production that celebrities like Dua Lipa have not missed from home.