The brightest moments of Milan Fashion Week: Bella Hadid’s likeness at the Diesel show, Claudia Schiffer’s return to the catwalk and a new page in Gucci history

If schoolchildren and students associate the month of September with the beginning of the school year, then for all fashion industry workers, the beginning of the new season signals the approach of fashion month, when brands young and old will present their spring-summer 2024 collections. The month traditionally begins with New Year’s Eve, first York, then London enter the “game”, then Milan and of course this fashion frenzy ends with Paris. Today we will talk about the brightest moments of Milan Fashion Week.

Gucci’s new president

Sabato de Sarno’s debut at Gucci was eagerly awaited by all representatives of the fashion industry, from stylists to buyers, from influencers to editors of glossy magazines. From the moment he was appointed as creative director, it became clear that Gucci had turned a completely new page. Sabato de Sarno was expected to rethink the Tom Ford era, make references to the works of Alessandro Michele and introduce new “codes” reflecting the long history of the Italian fashion house.

So the long-awaited event took place last Friday. But not everyone was happy. From where? The main complaint from almost all reviewers is that nothing 55 looks like Gucci. There are traces of Miu Miu, Prada vibes, Bottega Veneta and a little bit of Tom Ford. The desire to keep up with all trends ended in failure. More precisely, the Gucci brand became temporarily unknown. True, many argue that this is not Sabato’s fault, but the management of the Kering holding, which is mainly concerned with numbers.

Claudia Schiffer’s return to the podium

Last Friday’s high-profile shows didn’t stop with Gucci. For example, Donatella Versace showed her spring-summer 2024 collection, taking inspiration from her 1995 runway looks and reworking them in a modern way. “I thought it looked fresh and modern,” she shared. However, the real surprise of the fashion show was the return of 90s supermodel Claudia Schiffer to the catwalks. It was he who had the honor of closing the Versace show.

Viral show AVAVAV

Beate Karlsson, creative director of the AVAVAV brand, certainly knows a lot about shocking. And we are not just talking about the collection, but also the presentation of the product. In the spring-summer 2023 season, models deliberately fell on the catwalk, and things fell apart during the autumn-winter show. It’s viral, you can’t say anything. This year, the creative team decided not to lower the bar and showed 1000 and one ways to create an impressive look on the catwalk. And yes, videos from the series have already become memes.

Sofa critics Attico

This Saturday, the Attico brand held its first offline show. And not simple but very welcoming. The founders of the brand, Giorgia Tordini and Gilda Ambrosio, decided to hold a show on one of the streets of Milan and seated all the guests on sofas. It looked so homey. I wonder if there is an expression called “armchair critic” in Italian?

Rating Sunnei images

Small brands continue to delight with unconventional viral solutions. For example, at the Sunnei show, all guests were given signs with numbers from 1 to 10 so they could evaluate the footage live.

Two: Me and my shadow

The Diesel fashion show has been proudly among the most anticipated events of Milan Fashion Week for many seasons. Last time, Glenn Martens surprised show guests with a unique set design (read: a mountain of condoms), and this fall he threw a literal party for 7,000 people. But that’s not all. The fashion show was closed by model Dalton Dubois, whom almost everyone thought was Bella Hadid. Seeing the “twin” on the podium, many people began to shout Bella’s name. There are indeed similarities. And something tells us the casting director was counting on it.