| Fashion; a manner or mode, kind or variety, Shape or form, prevailing style or custom, as in dress or behavior or way of life at a given time which refers to what accords with conventions adopted by polite society or by any culture or subculture. In the late twentieth century, fashion week became the standard name for biannual or annual trade fairs and fashion shows. For high-end designers' biannual presentations, the term 'collections' has been widely used. On the catwalk, designers and brands launch new collections in a tight choreography of parading models, loud music, and bags with sponsored gifts for the most important people in the audience. In addition to designers' individual fashion shows, group shows also occur in the fashion show schedule, including trend shows, which present a single statement for the whole exhibition based on garments from selected exhibitors, and talent contests for young designers. |
When it comes to the city of Milan, there are always too much to say as in people's mind, this is a city full of natural glamour and mystery. Milan has been given several nicknames such as 'The Fashion Capital of the World', 'City with heart in a hand', 'Drinkable City', 'Factory of the Future', and 'The Moral Capital of Italy'. Among those appraisals, I believe people all over the world will agree with 'The Fashion Capital of the World' as Milan is the home to the Fashion Week and a lot of big brands, namely Valentino, Gucci, Versace, Prada, Armani and Dolce & Gabbana. The Milan Fashion Week was established in 1958 by a non-profit organization Camera Nazionale della Moda Italiana (In English, The National Chamber for Italian Fashion) disciplines, co-ordinates and promotes the development of Italian Fashion and is responsible for hosting the fashion events and shows of Milan. The events dedicated to women's fashion are the most important (Women's wear / Milan SS Women Ready to Wear, and Milano Moda Donna being the major fashion shows). The summer events dedicated to men include Menswear and Milano Moda Uomo. Like every year, From February 20th to the 26th,2013 the legendary names of Made in Italy fashion like Gucci, Prada, Roberto Cavalli, Dolce & Gabbana, Versace, Giorgio Armani, have taken to the runways alongside the collections by up and coming talents. The fashion capital celebrated fashion and did not spare anything providing an offering filled with initiatives, events, colour and paparazzi flashes.
Greenpeace disrupted the start of fashion week early on 20th February with a protest, hanging a long 12 meter "green carpet" banner from the Castello Sforzesco, a Milan's landmark site, as part of its "fashion duel" campaign calling for red carpet brands to go green. The environmental group is asking luxury goods makers to divulge details about their manufacturing policies and make commitments to preserving Amazon forests and water resources. "We hope to create an open dialogue with Greenpeace, aimed at an enduring, shared commitment for the sustainability of the planet," Italy's National Fashion Chamber said in a statement following their activities.
Fifteen brands including Valentino, Dior, Gucci, Giorgio Armani and Versace,Garavani, Gianni, Verseca,Gianfranco Ferre, Miuccia Prada, Krizia, Moschino, Etro, Trussrdi, Missoni, Dolca & Gabanna have been asked by Greenpeace to say whether they buy leather from cattle that are linked to destruction of the Amazon, or use chemicals that can damage waterways.
Greenpeace deems the responses so far received by the brands unsatisfactory, with only Valentino getting their full approval. Sales of fur reached record highs last year, according to the International Fur Trade Federation (IFTF), as China's growing appetite for luxury goods put the once-taboo material back on the catwalks.
Revenue from Asian sales in particular have seen a boom in profits posted by brands such as Roberto Cavalli and Prada, which celebrated a 29 percent increase in revenue in 2012.Those not big enough to launch in Asia must battle for recognition in Italy - and this week tell whether up-and-coming designers also takes part in fashion week have enough to sensation the censor.
At a fashion week, everything is fleeting; the booths and the catwalk are dismantled when the crowds that populated the fairgrounds have gone back to their everyday business. The looks in six days of Milan Fashion week were opulent - lavish velvet and brocade fabrics made even richer by beading, sequins, brooches and golden embroidery. Many designers showed their wears in spectacular Baroque settings, either in actual historic palaces or settings recreated on the runway, which only enhanced the richness of the clothing. Even as the fashion world showed signs of upheaval, designers in Milan presented some of the most composed winter collections in many a season. The Fashion Week mood is in the air and the city has geared up to fully enjoy it and then eagerly await for the following one.
