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A focus on brand identity at MFW FW25/26

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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.

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MFW SS25: Educating Toward Individuality and the Freedom to Choose

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Challenging algorithmic conformity in a mass-market world


In a fashion landscape dominated by massification, how do people reclaim individuality and the freedom to choose? Is it even possible to cultivate such awareness in a world shaped by algorithms? In a world populated by lookalike, cookie-cutter figures that have no sense of personality?

Milan Fashion Week is underway. And Prada’s Spring-Summer 25 collection sought to address these questions, focusing its narrative on individuality and the power of choice. (Watch the show here).

Although we keep an eye on the Milano Fashion Week, our stance remains critical of the major brands and the fashion industry as a whole. While we believe in the need for change, the industry continues to mire itself in its status quo, seemingly unable – or unwilling – to break free from its current stagnation.

MFW SS25: Prada – fashion & algorithms


“We are submerged by images, and people are facing everything,” explained Miuccia Prada. “We are directed by algorithms. Anything we like, everything we know, it’s because other people are distilling it into us.” 

Is there an overdose of communication and flatness? Absolutely, yes! So, the collection was a deliberate disruption of uniformity: frizzy hair, chaotic outfits, and bold colour combinations came together in a visual challenge to the algorithmic flatness that saturates our screens. Yet, it’s somewhat ironic for brands to rail against algorithms when, without this digital magic, their global business operations might falter.

But let’s focus on the more inspiring message here: a call to educate people towards individuality and reclaim the freedom to choose. This theme resonates deeply with us and aligns with our own commitment to meaningful fashion. A field rooted in timeless design and superior quality, far removed from the disposable nature of fast fashion. Also far away from luxury brands that have no trace of luxury.

Now, can we recover a world of emotions, uniqueness, and true beauty? It starts by embracing authenticity, valuing human imperfections, and moving away from mass-produced conformity. By celebrating individual creativity and encouraging personal expression, we foster a world that honors the depth of emotions and the beauty found in diversity. This recovery involves slowing down, appreciating craftsmanship, and reconnecting with the meaningful aspects of life that make each of us unique. Will this message spread?

Conclusion


In short, the concept of Prada’s show struck a chord. So it prompted us to share it with you in the hope that more will join the movement toward rejecting algorithmic influence and its cookie-cutter masses. In favour of seeking out individuality, quality, and good design.

But can a brand alone awaken such an understanding in consumers? Or will people simply buy these runway looks because of the logo behind them? Ultimately, will Prada continue to rely on algorithms to decide what’s next and promote its garments?

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Prada/Simons: What Went Wrong?

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FW 22-23 men’s fashion show: consistency was nowhere to be found


Consistency is a fundamental value in designing a product. And also in contributing to keeping it alive over time, shaping a recognisable aesthetic. Which evolves, but its DNA is always perceivable.

Some brands become a one-hit-wonder, a flash in the pan. But it takes hard work to remain on the market (and a lot of money too).

For this purpose, as a strategy, brands follow what’s popular, doing what other designers already did. In this way, they hope to sell more and thrive. But, doing so, they lose their core image, their identity. They lose their face. Therefore, the message sent will lack that fundamental value – consistency.

We saw the Prada Fall-Winter 22/23 men’s fashion show. And we were very, very surprised. Though not in a good way.
The silhouette recalled Balenciaga so much that the point of the direction wasn’t clear. Also, underlining – “we do luxury, they do Slavic thrift shop” sounds like an excuse.

What went wrong?


There’s no evolution in terms of style. The runway was just a reproduction of things already seen. And not that we don’t appreciate oversize clothing. On the contrary, baggy was part of our selection long before it became popular. We just gave up trying to understand Balenciaga’s nonsensical extremisation. But we cannot see why the lady who has launched the ‘aesthetics of the ugly’ – now carried over by everyone, undoubtedly not with the same refinement – could ever take the decision to follow the mainstream. That is a true surprise – the biggest news! Rather than setting a trend, Prada is following the trend.

Where’s the Pradaness?


If the presence of Raf Simons was supposed to bring fresh air in co-designing the brand, it was better when she was doing by-herself-herself-alone-her-own-brand.

With hindsight, Mrs Prada searching for support in co-designing sounds like ‘Hey, I cannot cope with the new trends.’
Yet, did she have to cope with the new trends? No. She simply had to be herself. Be consistent by giving her own vision of ‘the new.’

But this is the love for fashion that speaks. What really counts are numbers. So, let’s finance rule the game, and say goodbye to consistency.

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