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After a subdued few seasons due to Covid-19, Milan Fashion Week reinforced the importance of the experience of fashion. The city came alive, with designers going bigger and bolder with production, parties, and performativity than ever before.
In an increasingly crowded fashion landscape, Milan designers are pulling out all the stops to stand out. A-List FROWS, celebrity collaborations, sex appeal, spectacular sets, and the return of the supermodel conjured up an almighty $117million in earned media value (EMV). TikTok stars became a more integral part of the parcel — both on and alongside the runway — while K-Stars flocked to the frow after an absence in London.
The scene on the ground was buzzing. Crowds gathered outside venues in the hope to catch a glimpse of their favourite celebrity or influencer, of which there were aplenty.Many crowds were invited in. At Moncler, 17,000 people surrounded the iconic Piazza del Duomo in a performance that saw 1,952 dancers, musicians and performers fill the square with theatre for the brand’s 70th birthday. At Glenn Marten’s Diesel, 3,000 members of the public were invited to see his new vision for the brand, in a bid for“democratic luxury.”
Milan also marked a season of change. Heritage brands —with legacies of up to a century — hailed in a new wave of young designers to help steer their future.
Lefty and Karla Otto reveal the data, insights, and influencers that made an impact at #SS23 Milan Fashion Week.