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The Show/Presentation Divide

MILAN — Does the men’s wear industry need fashion shows?
After trying out the catwalk, several men’s wear brands — from Brioni to Canali — have returned to the presentation format this fashion season just as Pitti Uomo continues to shine, drawing international buyers and press to the exhibition. To be sure, the Florence-based trade show has been growing by inviting young or cutting-edge designers from around the world for runway shows and presentations. But much of its authority and relevance rests on the array of men’s wear brands showing their collections at their stands.
At the same time, Milan’s Men’s Fashion Week is going through a transition phase, as several brands have opted for coed shows and moved to women’s fashion week, from Gucci and Bottega Veneta to Missoni and Salvatore Ferragamo.
Whatever the case, it appears that there is no longer one clear-cut strategy to unveiling a collection and that anything goes. Actually, experimentation is key.
“I think that breaking the patterns is good and nobody knows what will happen next,” said Kean Etro, creative director of men’s wear at the family-owned company. “Entrepreneurs should take risks, and if you do the same old, it’s boring.”
Etro last season opted for a coed runway format, although

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