Milano Fashion Week – ‘Rewiring fashion’ they said?

Back to back, physical fashion shows, digital presentations. Both, in some cases. All perfectly aligned with the pre-pandemic world. You can smell the status quo. And not for fear or lack of courage, rather because that’s the way to make money.

More than anything else, the urgent brands’ intent seemed the will to connect with the Chinese market. This quest reverberated like a scream or a cry for help in the majority of the presentations.

The only new element (in case we still want to consider it so) is the calling of a diverse flood of models. Now different silhouettes or ethnicities are well represented in fashion events, and it is clearly positive. Although it’s lovely that anyone can identify with the models and see how dresses fit on various body shapes, the problem is that many of these new generations of boys and girls have no sense of elegance. So the image of these fashion shows looks poorly.

The Roof Milano
Milano Fashion Week
The Roof Milano

It is not that now the trend is more sporty, it is the comment we heard during a fashion show. It’s that elegance is dead. Culturally dead, in wearing, speaking, or living.

Most importantly, there is no shift in terms of communication. Indeed, what emerged is the same way of spreading the work. Perhaps with a further decrease of the overall perceived value. The Instagram way seemed still relevant, with all the related circus. Which, by the way, we found boring. If not annoying.
We are fed up with it, aren’t you?

The official press, or what remains of it, can only be condescending or applauding. Budgets for advertising are already cut to the bones, better avoid any further reduction.

Designers are creatives, and creatives are supposed to have views about style, life, and the future.

What is the vision?
What kind of woman do they want to promote?
What kind of future do they want to see?

Apart from the empty marketing slogans, which want to represent the (fake) change, what are we talking about?