Show Focus: Milan Men'S Wear Week And Italian Men'S Fashion Industry Are About To Kick Off

With the elimination of epidemic prevention and control measures in European countries, the return of fashion week and fashion show is accelerating.

Milan men's wear week in spring and summer 2023, which will be held from June 17 to 21, will usher in the return of several important brands. It is reported that this season's Milan men's wear week is expected to hold 25 shows, 24 static exhibitions, 5 online digital releases and 9 brand activities. Among them, Kiton's static exhibition and its subsequent fashion show will kick off this season's men's wear week, while Zegna, as the final brand of this season's men's wear week, will hold a fashion show in the oasis Zegna reserve, two hours' drive from Milan, on the 20th.

Zegna autumn / winter 2022

Carlo Capasa, President of camera della Moda, the Organizing Committee of Milan fashion week, said that Zegna's choice to hold fashion shows in the oasis Zegna reserve owned by its brand family reflects the brand's long-standing value culture, as well as the Italian fashion industry's attention to the concept of sustainable development and the active promotion of harmonious coexistence between human and nature by fashion brands.

On June 19, the MOSCHINO men's wear series will also return to Milan men's wear week to hold a show. The last time MOSCHINO appeared on the Milan men's wear show was in 2018. Prior to this, Jeremy Scott, the creative director of the brand, has demonstrated men's wear series through men's and women's fashion shows. Last year, Jeremy Scott launched his brand's fall / winter 2021 menswear collection online in the form of a lookbook.

In addition to MOSCHINO, Versace and Gucci will return to Milan men's wear week this season. The men's wear series will be released in the form of offline men's wear show.

Gucci recently held a spring 2023 fashion show in Italy

It is worth mentioning that the return of Gucci undoubtedly strengthened the influence of Milan men's wear week this season. In fact, Gucci's return line and Italy itself have been accelerating since this year. At the Milan Fashion Week in autumn and winter 2022 at the beginning of the year, gucci made a high-profile return to hold fashion shows. The return to Milan men's and women's wear week shows that Gucci still values the marketing effect of Milan fashion week and offline fashion activities. During Paris Fashion Week in spring and summer 2022 last year, Saint Laurent and Balenciaga, who, like Gucci, announced that they were out of the traditional fashion week schedule, returned to the Paris fashion week schedule one after another. Thus, although the epidemic has made brands aware of the importance of digital marketing, it has also proved to these brands that offline fashion activities and traditional fashion week are irreplaceable.

Another highlight of men's wear week this season will be JW Anderson's Milan off-line debut. The brand was originally scheduled to show its new collection at Milan's autumn / winter 2022 men's week in January, but designer Jonathan Anderson was finally forced to launch the new collection online in view of the outbreak of the epidemic in omecron, Italy. The show will be held on June 19, following closely the shows of Etro, Prada, MOSCHINO and 44 label group.

JW Anderson autumn / winter 2022

Msgm will also abandon the all digital media release dominated by designer Massimo giorgetti in the past two years, and will re host the entity show on the 18th, followed by Emporio Armani, Fendi and Versace.

Also on June 18, corneliani, a premium men's wear brand in Italy, will launch the spring 2023 circle collection, the first show of British designer Paul Surridge after he recently announced that he was the creative director of the main brand. According to the brand, Paul Surridge's joining will aim to revitalize the brand and give it a younger brand positioning. The circle series is the brand's new environmental protection product line, which will appear for the first time in the spring of 2020. The launch of the circle series also means that brands will adopt a more sustainable business model to attract new generations of consumers.

Milan fashion brand Marcelo burlon county will also celebrate its 10th anniversary with fashion shows and fashion parties. Givenchy creative director Matthew Williams' personal brand 1017 alyx 9SM will also continue to present a separate men's fashion show in Milan. In addition, other debuts will include Italian brands family first and Simon cracker and Chinese brand joeone. Sease, a brand founded by Franco and Giacomo Loro Piana in 2017, will also make its debut.

This season's debut in Milan Fashion Week in the form of offline shows also includes Chinese brand jiumuwang, two Italian brands family first and Simon cracker, and Indian designer dhruv Kapoor.

As far as men's fashion week 202a is concerned, most of the men's fashion week 202a will be able to attend the men's fashion online in Milan, and most of the men's fashion week 202a will be able to attend the men's fashion shopping week in Milan.

Judging from the schedule of this season's men's wear week, the tradition of brands holding fashion shows for men's wear collections alone seems to be returning. Whether it is Dsquared2, MOSCHINO, Versace and msgm, these brands that have previously chosen to merge men's and women's fashion shows are returning to the traditional agenda this season. This trend also reflects that fashion brands are re examining the position and importance of men's wear business in brand development.

Versace autumn / winter 2022 menswear collection

According to Carlo Capasa: "It's important to get men's wear back in the spotlight at a given time, especially for Italian brands that do well in this area. Merging men's and women's fashion shows sometimes puts men's products at risk of being ignored, because men's wear is always more easily overlooked than more changing women's wear. Therefore, create a specialty The men's fashion week is of great significance to the recovery and significant growth of the men's wear industry. "

To be sure, the main participants of Milan men's wear week are "making a comeback". This also reflects the positive recovery momentum of the Italian fashion industry, which is dominated by men's wear products. Market data show that the total income of Italian fashion industry was 83 billion euro last year, which is 21.2% higher than that of 2020.

In the first two months of the year, the trend continued to be confirmed by the market, with sales up 25% over the same period last year. Although the Russian Ukrainian war, rising energy costs such as gasoline and natural gas, and soaring textile prices are the main challenges facing companies in the industry, according to the forecast of camera della Moda, the sales volume of Italian fashion industry is expected to reach 92 billion euro in this year, an increase of 10.5% on the basis of 2021, and 2.1% compared with 2019 before the outbreak, This shows that the Italian fashion industry will completely return to the level before the epidemic. Compared with last year, exports are also expected to grow by 11% to 75.4 billion euros.

It has been adopted by brands such as BV, Gucci and Saint Laurent to combine men's and women's wear series. New York Fashion week also merges the schedule of men's and women's fashion week. For supporters, this is conducive to reducing the cost and waste of resources for brand shows, and also allows designers more time to create. However, for opponents, merging shows may reduce people's attention to men's clothing products, and thus the men's wear market, whose sales scale is not as large as that of women's wear, is facing the crisis of lack of influence.

Bottega Veneta autumn / winter 2022

On the other hand, for head brands such as LV, Dior and Hermes, it seems that merging shows is not something worth considering. First of all, although men's wear products account for a relatively small proportion of the income components of these brands, for the head luxury brands, the reasons for insisting on separate shows for men's and women's series, and even for holding fashion shows all over the world after the epidemic, are the same, that is to say, the real-time fashion show is still to show the dream making core, brand creativity, and Cultural ideas and the best way to be strong.

Although the epidemic makes fashion brands realize the importance of digital marketing, it also proves to these brands that offline fashion activities are irreplaceable. Since the beginning of the epidemic, the fashion industry has realized that the effect of various digital publishing forms such as online fashion shows is not always satisfactory.

Therefore, the general trend of comprehensive return to entity show has, to some extent, reshaped the old order of fashion industry. Next month's men's week in Milan is lighting up.