12 April 2010

Designers of Milan Unite!

After the fuss over the Milan Fashion Week schedule last season culminated in a furious demonstration held by bewigged protestors cum Anna Wintour lookalikes, designers have already started plotting to make sure the same thing won’t happen again this time.

Just to recap – shortly before the collections were due to be unveiled, the designers picked up on the fact that Anna Wintour of US Vogue was planning to attend the shows for three days only. The previous schedule (lasting a week) was then promptly torn up and everyone reshuffled their catwalk events into a fashion binge lasting four long and hectic days.  

The plans, which have been hatched by Mr Armani and the Pradas, will mean that everyone, led by the so called ‘unmissables’ (Armani, Prada, Dolce & Gabbana, Versace etc) will distribute their shows evenly across seven days in order to encourage the world’s press and buyers to stay a bit longer and get the chance to see some of the smaller brands as well as the commercial giants (who advertise in their mags)

CEO of Prada, Patrizio Bertelli, said "Today we have made a significant step forward which goes in the right direction: in fact, it underlines a sense of belonging we have been afraid of losing because of recent controversies."

While Mr Armani commented "I am happy that my call for responsibility has been agreed to and I don't think I was the only one hoping for it: the moment had come to reconsider in earnest the issue of the fashion calendar" 

He went on "The agreement by the major designers, which protects the emerging ones as well, has been reached with the mediation of Camera della Moda [like the Italian equivalent of our British Fashion Council] and demonstrates that we Italians, if we really want it, are perfectly able to assert ourselves"

Hear hear Giorgio. Don’t let any of those editors push you around. We’re LOVING the united front of fashionistas and the socialist republic of Northern Italy.

-Naomi Attwood


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