Fashion Week in Milan

What is Milan without fashion? The epitome of style and trends can be found in the fashion capital of the world…year round. Wherever you look, someone is trying to make a lasting impression with their own fashion statement. Everyone is looking to create their own style in this city. And where do they get their ideas? The fashion world, that's where. People on the streets take bits and pieces of the latest in fashion, combined with last season's trends and next season's next big thing. The combination is a stylistic impression of a typical Milanese who is in the know of what's in fashion, walking about the city streets.
Milan holds Fashion Week four times a year, twice for women and twice for men. Spring and summer fashion of the upcoming year is shown in the fall. While the fall and winter fashion is shown…you guessed it, in the spring. It's hard to grasp that what you see at the shows (while you're putting away your summer wardrobe) will be what you should be wearing next year. But that is how it works. That is how the designers get their creations out in time to show buyers what to purchase for the next season. And the press is also given advance warning on what to prepare for the next seasonal issues of fashion magazines and reviews. This is how the fashion wheel is spun.

I am no trend-setter, and I am not good with re-designing my ever-so-basic (but classy!) look. But I love fashion. I love the idea that people are still creating a new black evening dress or pant suit. I like the excitement of seeing what designers are working on and what others will think of about what they see. And I am amazed at the trends and how they are blended into the city in a matter of weeks. As a freelance writer, I've been given the opportunity to see first hand what it's like in Milan while Fashion Week is going on.

[Above and right: the Lorenzo Riva show]



Here is an account of one of the biggest weeks in the fashion industry:

With my press pass around my neck, I walk towards the entrance off Via Sei Febbraio of the Fiera. The crowd is in full force. People are handing out flyers and calendars of updated events. I am nodded to go through and I walk along a long corridor that is surrounded by television screens listing 'today's shows'. The atmosphere is exciting for me every time. Each day is different and holds new possibilities. Another guard is watching to make sure everything is running smoothly before I step onto one of the three escalators. The first floor is mainly for buying cigarettes, gum and magazines as well as checking in your coat. Some presentations and exhibitions are made on the first floor as well, and run throughout the week.

On to the second floor, there is more commotion. Closed booths along the hall with local and international magazines and papers are being presented. There are sponsors to the shows that are also set up in there own sections. Piemonte provides appetizers, Panna provides water, San Pellegrino provides lunch, and Illy provides the coffee. L'Oreal is a big treat as well with hairdressers on duty for journalists to get their hair done.

With my hair coiffed and my water bottle in hand, I am ready to enjoy the shows of the day. Although many complain about the delay that can never be helped, the wait makes the show that more exciting. The crowd gathers near the entrance to the reserved 'sala' and slowly but surely, everyone is let in. As I find my seat with the lights half dimmed, I suck up all that I can of that moment. Cameramen have their film loaded and their finger on the trigger to catch the very first shot of the show. I take a quick look at the catwalk as I find my seat and read the press release to gather up all the information that the designer wants us to have for the show. The audience consists of buyers, press, and celebrities. All are there to see what is next in fashion. And then it happens. The lights go down and the music begins to blare. The first model steps out and pauses for the cameras, the strut begins! With music pumping and slender legs marching, all eyes are on the model. I snap a photo then get to work, jotting down all that I can about the design of the clothes. Form fitting or loose? Flowing or straight? Colors, fabrics, patterns, accessories, hair, makeup, shoes! It's a whirlwind of information, all creating 'that look'. And then, before you want it to be, it's over. The models come out together for one last strut and the designer follows to have a quick and humble bow. Usually after the show, the press jumps backstage for a quick interview with the designer. After that, the thrill is only temporarily gone, because the whole process will start again in a matter of minutes in another 'sala'. Usually, there are between five and ten shows a day. The majority of the shows are in the fairground, while others are in more private locations.

[Above:Giorgio Armani, after show interviews. Below: Finale of the Gai Mattioli show]

After the shows, or sometimes in between, presentations go on and are dispersed around the city. Whether it's a showroom opening, an art exhibit, or a collection being displayed, guests are treated very well. With my last press release in my tote, I head home to grab a bite to eat and shoot out an article on the fashion I saw that day. Most nights, there are soirees with dinner and entertainment. Another wonderful bonus to working with fashion! The city does not sleep for the whole of Fashion Week but it's all worth it. Catching up on my sleep can come next week, now I am living in a glamorous moment that is Fashion Week in Milan.

For more information on Milan's Fashion Week: www.cameramoda.it