mm6

A focus on brand identity at MFW FW25/26

/ Leave a Comment
Reading Time: 3 minutes

Milano Fashion Week: codes above all else


Most luxury brands at Milano Fashion Week Fall-Winter25/26 placed a strong focus on brand identity—their unique DNA. In other words, they highlighted what defines them and sets them apart.

So, from Prada to Moschino, MM6, Marras, and Dolce & Gabbana, the emphasis on preserving a distinct identity emerged as the path to follow.

A few notes on MFW FW25/26: focus on brand identity


Antonio Marras: The designer has always remained true to his style. This season, he crafted a poetic narrative intertwined with the music of the past, drawing inspiration from the 1892 opera La Bella di Alghero. The result was a runway with a strong territorial identity. (Watch the show here).

MM6: The brand played with scale and proportions, shifting from small to oversized. This approach was particularly evident in their reinterpretation of iconic pieces like trench coats, jackets, dresses, and T-shirts. The collection felt more authentic to MM6’s essence—something we recognised, having loved and selected this concept for our boutique in the past. (Watch the show here).

Moschino: Creative director Adrian Appiolaza delved deep into the brand’s archives and stylistic codes, reviving the messages cherished by Franco Moschino. Foremost among them is a call to action on the climate crisis, alongside bold tailoring, deconstructed silhouettes, and surreal details. (Watch the show here).

Dolce & Gabbana: Models stepped out of the Metropol theatre and onto the streets, turning the show into a dynamic celebration. The “cool girls” aesthetic reinterpreted the brand’s classics with a sexy cargo twist, blending attitude with signature sensuality. (watch the show here).

Prada: Miuccia Prada and Raf Simons explored the question, “What is femininity today?” and challenged conventional perceptions of beauty and gender identity. An approach we found particularly compelling, tracing an idea of style rich in contrasts. In the social media era, where people retreat into the illusion of perfection, Prada instead works to uglify the homogenising effect of a flattening culture—one that most people succumb to, numbed to the point of passivity, lacking even the impulse to escape or seek alternatives. (Watch the show here).

What can we learn from the FW25/26 Prada fashion show?

  • Contemporary femininity: A blend of vintage reimagined through a modern lens. Take a 1960s shift dress, make it oversized, and you get a fresh take on women’s style.
  • Freedom of movement: The collection is rich in oversized silhouettes, flowing gently over the body and allowing for natural movement.
  • Sizes are relative: Size no longer holds the same importance; it’s relative. In fact, what truly matters is how a dress flows on your body and how you choose to wear it—with a belt, a mannish shirt, or over a pair of jeans.

Final thoughts on MFW FW25/26


In conclusion, at Milano Fashion Week Fall-Winter 25/26, most luxury brands placed a strong emphasis on brand identity, with many creative directors diving into archives to honour their brand’s core DNA.

Ultimately, Prada’s exploration of contemporary femininity offered a vision of modern style. In a game of contrasts—between masculine and feminine—it all comes down to how you choose to wear your clothes. That, after all, is the essence of style: an invitation to freedom, clothes to explore rather than limit.

A focus on brand identity at MFW FW25/26 Read More »

Accessible All Ages

Reading Time: 2 minutes

Age and fashion: challenging an erroneous belief


Age and fashion: it’s time to challenge outdated beliefs and embrace a world where style knows no age limits. In fact, the representation of different ages in fashion finally had its recognition. You don’t have to hide anymore, in case you ever thought about doing so. Or, perhaps you were waiting for permission to wear waht you love.

But did we really need permission? And, dear brands, do you believe young people can truly afford your expensive clothes?

Take a look at this picture (zoom the bandana print).
We picked this dress from the Spring/ Summer 2015 MM6 – Maison Martin Margiela collection. Not new if we consider the date of its release. But still relevant in terms of the idea the brand promoted, which was fashion-forward.

Age and fashion
MM6 – Maison Martin Margiela Spring/ Summer 2015

Fashion accessible to all ages


The transversal cut of the collection was clear. We ordered it because we loved the concept and felt aligned with it. Also, we personally have that dress in our closet and still wear it. You may be familiar with the notion of timeless fashion, such a discovery. Yes, we’ve always believed that good design was forever.

Around 2022 the concept of fashion without borders such as age, gender, body shape started to be recognised and amplified by fashion brands. But in 2015, it was about being a trailblazer, innovative and creative, by proposing a countercultural message. Now, from pret-a-porter to haute couture, those words and images have flooded fashion communication. So it sounds like something you have to say just to conform.

It’s fascinating to analyze the many labels we place on the boxes we think we belong to—age, gender, body shape, race, and more. The need to fit in, to belong to a specific category, is ever-present.

Yet, when brands highlight labels so often that they all send the same message, authenticity is lost. Eventually it is clear that these labels are a just marketing trend.

Rules are different now. Back then, we had designers, and fashion was meaningful. Now marketers pull the strings. And, in a spasmodic search for identity, we need slogans to frame the emptiness.

Accessible All Ages Read More »