Italy Brand Fashion Week Staged High-Profile Luxury

The PRADA show is open and open like factory buildings.

BRICs become Italy brand lifesaving straw

One of the biggest features of Milan fashion week is the large number of buyers.

The British press is not shy about pointing out that Italy's major brands are luxurious and showy. Its purpose is very clear: in the case of Europe's economic downturn, attracting more buyers and rich people from China, Russia and other countries, let them continue to pay.

In order to express "sincerity", Milan fashion week on the official website was the first visiting buyer and unable to see the show.

A top brand seller said, "the market in Italy is just as bad as the French market."

Nobody buys anything! In Europe, this is a real crisis. "

The solution of the Italy Fashion Association chairman, Mario Boselli, is: "now it is necessary to focus on Asian markets and the United States.

Ekaterina Moiseeva, the business director of Bosco di Ciliegi, a Russian fashion chain, thinks that compared to New York and London, Milan has a much stronger atmosphere in the commercial market. "Women in Russia are very concerned about dressing, but most of them do not wear too weird clothes. From this point of view, Milan has done very well."

As a buyer, she thinks she should stand at the angle of ordinary customers, eliminate those clothes that are fussy about her figure and so on, and buy clothes that can be worn out of the street by people.

This idea is obviously representative in those BRICs.

Barbara Atkin, Vice Minister of fashion department of Canadian chain store Holt Renfrew, after watching the show of Dolce &Gabbana, described its efforts to foreign buyers with "Renaissance". "Decorating designers on clothes is simply artwork, which is not replicable in street fashion", and this is also the biggest reason why foreign buyers are optimistic about luxury brands in Italy.

Italy media statistics show that Italy's local fashion industry has been on the decline since the economic crisis in 2008, but they have performed well abroad, especially in the Asian market.

In the European economic downturn, Gucci and Salvatore Ferragamo have been growing rapidly in the Chinese market. Armani, Roberto Cavalli and Jil Sander have set up branches in China, and Versace has even launched a special version of "Golden Dragon pack" in China's lunar calendar in order to please the Chinese consumers.

Isabel Cavill, a luxury research expert at Planet Retail, said: "China's retail market will grow at least 14% in 2012 and 2013, while the growth rate of luxury retail will be higher, and it is expected to grow by more than 20% over the same period."

Although many fashion critics have criticized Milan fashion week, it is undeniable that it is still the most luxurious in the four fashion week. And in the autumn and winter of 2012, Milan fashion week also played the most luxurious.

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Italy is never short of luxury. Baroque architecture and Renaissance art have inspired many designers in Italy, and they have expressed this luxury through clothing.

This season, the fabric of luxurious velvet and brocade is the favorite of designers, but it is not enough. Many designers still use padded beads, sequins, brooches, and gold embroidery to decorate them.

Military uniform is one of the most popular styles in this autumn and winter show in Milan. Similarly, military uniform is also a luxury.

The designers also used gold buttons, shoulder straps and double breasted styles together with military caps and boots, and had rich women's fans. Even the Moschino, which had a strong taste, brought gorgeous patterns of military uniform in autumn and winter this year, so that people could not help thinking of the Nutcracker.

All kinds of fur collar, gloves, super long high boots and shawls have become popular accessories in autumn and winter. The hat comes back in various forms. The South American herdsmen hat, modern fur cap, soft fur hat, the fashionable girl's favorite bell hat in the 20s and the fluffy Gothic cap are very popular.

In order to emphasize the luxurious theme of clothing and make the whole publication look more luxurious, many designers specially chose the venue for the show to be selected in Baroque architecture or the Baroque elements on the show.

Spot

Fashion giant, technology dwarf?

Compared with the new technology and new techniques that New York fashion week and London Fashion Week are always ready to catch up with, Milan fashion week is too traditionally described by the media as "fashion giant, technology dwarf" because of the lack of new technology.

This year's Milan fashion week, many brands are also looking for new technology solutions.

For example, the website of Italy version VOGUE has launched a live webcast of fashion shows including many designers including Alberta Ferretti. Vesace and other brands have also taken the Facebook live broadcast this year, so that they can interact with fans on their own Facebook.

The most difficult part is Gucci. This time in Milan fashion week, Gucci not only opened a live platform on its website, but also paid a lot of money to invite fashion bloggers from many countries, including China, to watch Milan shows and broadcast their comments on fashion shows and interact with fans on the web site.

Outside the show

"Model 0" was protested.

This year, people watched a protest show ahead of the show.

Femen, a well-known women's rights organization in Ukraine, issued a protest against anorexia models outside the show of Versace in the way of naked graffiti. Many of the media at the scene had "finally waited" expression, and another news point was recorded in the diary of Milan fashion week.

The design of Donatella Versace always wants skinny models to fit in, plus she has anorexic daughter, which seems to make Versace's show the best venue for protest against anorexia and model 0.

Although the farce finally ended with security blocking, some media thumbs up on the fashion week in New York - at least there was a rule: no model 0!