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All the news from the upcoming Milan Fashion Week Women's SS24

A season of debuts and celebrations

All the news from the upcoming Milan Fashion Week Women's SS24 A season of debuts and celebrations

The fashion world is eagerly awaiting the next edition of Milan Fashion Week, scheduled for September 19-25. With an impressive schedule of 62 physical fashion shows and four digital presentations, this year's fashion week promises to be worthy of entering the annals. The week will see a series of debuts, comebacks and celebrations that are a bit of a snapshot of a frenetically changing Italian fashion scene. If it is easier to find a status quo in Paris, in fact, it will be right here in Milan that we will see in action the new "veteran" creative directors who, in all likelihood, will usher in a fashion season less based on hype and more on their own long and venerable experience.

Which new designers are presenting for the first time?

The upcoming Milan Fashion Week will see a number of highly anticipated debuts, which will have the task of enlivening a scene that, between design studio signature collections and hype but unconvincing creative directors, has been in danger of being a bit static for a while now. Among the most anticipated shows is the first collection of Sabato De Sarno's new Gucci, which will perhaps be the show that more than any other will have the task of dictating the new course of things in Milan and abroad. Already Michele's tenure (and Ford's before that) have amply demonstrated the brand's ability to catalyze the attention of the entire industry on itself, setting trends and imposing imagery. In all likelihood, this long-awaited debut will show us that Gucci is ready to resume its role as the leader and thermometer of the luxury culture and industry by once again mirroring the times. Another excellent debut will be that of Peter Hawkings at Tom Ford, a brand from which we can expect no small amount of news given its centrality in the revenue boom that has affected the Zegna group, under whose wing the brand is located as far as actual clothing is concerned. Along with him is Simone Bellotti, who will instead offer the city his renewed vision for Bally, a brand that has come under the spotlight recently but has had to deal with a somewhat problematic former creative director and which, now, has placed itself in the safe hands of a consummate industry professional.

What are the other novelties?

Another revolution that everyone is waiting for with curiosity is the opening of Moschino's new post-Jeremy Scott chapter. At the moment there will be no ex-novo creative director but a show in which several stylists will each create a number of looks - effectively marking the start of a new phase for a big name in Italian fashion (and a brand of solid sales and popularity) after a long period of maximalism and excess. Also on the same days then Francesca Murri will make her debut as creative director of Fiorucci, now back with its base of operations in Milan, while The Attico will make its catwalk debut finally marking its successful entry into the roster of brands present at Milan Fashion Week after several years of success both in retail and social media. Boss will also return to town with a co-ed show and especially with its "see now, buy now" format, attracting top models (last time there were Naomi Campbell and Jordan Barrett, among others) and several celebrities and athletes. Finally, the week will see presentations by promising newcomers such as Guido Vera, Maison Nencioni and Phan Dang Hoang, offering a glimpse into the future of the industry.