cobranding

The return of physical events

Milano Fashion Week 22, with the return of physical events, was supposed to represent the relaunch for the economy and creativity.

Was it so? And what were the main topics?

Fall/Winter 22 trends

90’s
The nineties were the common thread seen almost everywhere.
As an expression of society, fashion – like history – repeats itself.

“Balenciagitis”
While the pandemic seems under control, another highly infectious virus spread among designers.
This virus is called “Balenciagitis.” When designers are affected, they create tons of exaggerated shoulders and extremized silhouettes. Of which you do not understand the point.

Raf Simons has been strongly infected, indeed you could see it in the Prada fashion show. Since the co-designing collaboration has started, Prada stopped dictating trends, as always did, and now follows the others.

Even Dolce and Gabbana were infected, we hope someone will soon find a cure for it.

Co-branding
Collab with sports brands. Or flea market outfits with the plus of co-branding, that’s what Gucci did with Adidas. Right, nothing new in the end. Just branding.

Genderless
In January 2020, Stefano Pilati presented at Pitti his independent brand, Random Identities. The collection showed a few tailored pieces in a genderless key. About two years later, the creatives who create when something is already created, discovered the trend. Hey, all brands went genderless!

Sustainability
Round tables, talks, shows. Every single brand is sustainable! And the more they talk about it, the less they offer value. Moreover, “sustainable designers” and those who have hands in that industry offer something unattainable. Just smoke in the eye, generating a big misleading business.

Inclusion
What is the line between inclusivity and bad taste? This point is not clear to us. In fact, in many shows which focused on this topic, bad taste stood out.

Milano Fashion Week 22 most-liked

Our favourites
Jil Sander was one of the few fashion shows we enjoyed. We didn’t see much of Jil Sander in that, but, at least, we saw beautiful, well-made clothes developed in a coherent collection.

Bottega Veneta: iconic accessories, clean lines clothing with a high-end impact. Beautiful design, but no logo shown, no sensationalism. The essence of modern elegance and luxury. Bravo, Matthieu Blazy!

This is not a good time for creativity nor the economy. And so, a cultured audience has to dig a lot to find value. Because worthwhile designers, rather than being part of that inconsistent game, avoid communicating at all.