Tuesday, February 23, 2021

MILANO FASHION WEEK - Day 1

By Eva Fydrych


Giannico and more!

Screenshots from video presentations and campaigns (Courtesy of Camera Nazionale della Moda Italiana)


Hello Milan! As the fashion week has officially started today, it's high time to look at some of the highlights and get familiar with the brands and designers presenting their collections during this prestigious event in Milan. Fashion week has totally changed as you can see from the pictures above, however many brands are embracing the new reality, constantly looking for new ways to adapt and innovate. It is all quite fascinating to watch and we invite you to get familiar with the latest trends and collections through our eyes.


Today's Highlights

Let's have a look at BACON, Alabama Muse, and GONÇALO PEIXOTO FW21 collections and video presentations. BACON surprised the viewers with a sophisticated virtual live performance, full of colours and technology, where the clothes were presented by specially created avatars. You can watch it here.



Screenshot from BACON video presentation (Courtesy of Camera Nazionale della Moda Italiana)



Alabama Muse focused on volume and bright colours. Their animal-friendly fur coats and jackets are the epitome of femininity, luxury, and good taste. Fashion film presented by the brand was well-thought and inspiring, featuring interesting styling ideas and beautiful visuals. The whole collection is to die for!



Screenshot from Alabama Muse fashion film (Courtesy of Camera Nazionale della Moda Italiana)



Emerging Portuguese designer GONÇALO PEIXOTO (based in Oporto; presented his first runway at London Fashion Week in September 2017) featured eye-catching sequin fabrics and unusual colour combinations (green and orange), pastel blue, electric violet, floral prints, asymmetric dresses, puffy sleeves, metallic puffer jackets, and gorgeous silver boots. The fashion show was filmed in a very unusual location. Have a look at the presentation here. Those of you who attended Lisbon Fashion Week before, will recognise a couple of familiar faces...


All three brands are participating in Milano Fashion Week for the first time this year and are perfect examples how fashion companies can adapt to the ever-changing environment and come up with new, engaging ways to show their clothes both to the industry insiders (buyers, journalists) and general public as well. And as many experts have been predicting for a while now, those brands who adapted new technologies and video content early enough are definitely winning right now.

Enjoy the pictures and follow the links to watch the videos! More coming tomorrow.



BACON FW21

All photos courtesy of Camera Nazionale della Moda Italiana



"BACON CODE IS A STORY OF SHAPES, STYLE AND SOUL. IT’S PUSHING THE BOUNDARIES OF WHAT ALREADY EXISTS. IT’S THE WAY YOU MOVE THROUGH THE STREETS, AND IN THE WORLD, COMING AS YOU ARE, DRIVEN BY INDEPENDENCE AND INDIVIDUALISM. IT’S HIGH PRODUCT PERFORMANCE WITH AN ATTITUDE, INSPIRED BY THE CITY, CONCEIVED FOR THE EVERYDAY. THE BACON CODE IS A CONTEMPORARY TAKE ON DESIGN, LIGHTNESS AND WARMTH, GROWING THE IDEA OF DOING MORE WITH LESS." - Source: Camera Nazionale della Moda Italiana


Watch video presentation here. Highly recommended!






All photos courtesy of Camera Nazionale della Moda Italiana





All photos courtesy of Camera Nazionale della Moda Italiana





All photos courtesy of Camera Nazionale della Moda Italiana




All photos courtesy of Camera Nazionale della Moda Italiana



Alabama Muse FW21

All photos courtesy of Camera Nazionale della Moda Italiana



"Alabama Muse is enchanted by the musical sound of rock ancestry, letting itself be inspired by the masters of contemporary cinema. The FW21 animal fur friendly Made in Italy collection by Alice Gentilucci presents iconic tailored outerwear, where details and finishes are precious, in which the inlay and patchwork of different hairs and opposite colors become a manifesto of style." - Source: Camera Nazionale della Moda Italiana


Watch Alabama Muse fashion film here.






All photos courtesy of Camera Nazionale della Moda Italiana




All photos courtesy of Camera Nazionale della Moda Italiana



GONÇALO PEIXOTO FW21

Screenshots from the video presentation (Courtesy of Camera Nazionale della Moda Italiana)



"Social isolation gave rise to an enormous need to feel the touch and the proximity between the bodies in a way never felt before. The Fall-Winter 2021/22 Collection opens the door to the disco and transports us to some of the most nostalgic feelings of those times. The desire for touch and freedom is wrapped in a vibrant and fun palette of colours, and makes us dance and sing our favourite songs. We are driven in a longing to go out and relive some of the best moments and stories that have always remained in our memories." - Source: Camera Nazionale della Moda Italiana


Watch the fashion presentation here. Don't miss the final party scene!



Giannico FW21

All photos courtesy of Camera Nazionale della Moda Italiana



Another brand that caught our attention was Giannico, established by Nicolò Beretta in 2013 in Milan. You can read more about this talented entrepreneur, who in February 2018 appeared on 30 under 30 list by FORBES ITALIA, here.

Fall/Winter collection, featuring show-stopping high-heel boots (reminding us of GONÇALO PEIXOTO disco theme) will definitely brighten up long winter days. Who is ready to party?



All photos courtesy of Camera Nazionale della Moda Italiana



Don't miss!

The second day of Milano Fashion Week, Wednesday (the day when the fashion shows begin as well) will open in the morning with a video-tribute to Beppe Modenese, Honorary President of the Camera Nazionale della Moda Italiana, who passed away on 21 November 2021. The documentary has been directed by Beniamino Barrese and produced by The Blink Fish.

Some notable brands that will be showcasing tomorrow include: Missoni, Alberta Ferretti, Fendi, and Brunello Cucinelli. 



Read more about Milano Fashion Week here.

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*Special thank you to Camera Nazionale della Moda Italiana for the official press accreditation for Fashion Studio Magazine.


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