Menswear on The Rise as Gucci and Ferragamo Return

Amid a relaxed fashion week that opened with the 25th anniversary of Dsquared2 and closed with the return of Gucci to the Milan menswear calendar, designers were upbeat about the future of menswear.

 

According to a report released by market research group Euromonitor International, the menswear sector is forecast to grow 22 percent by 2024 and inched up 3 percent in 2019 versus 2018. 

 

“Growth in the menswear sector is accelerating faster than womens.  Driving the trend are the under-35 consumers and the demand for streetwear,” said Carlo Capasa, president of Italy’s fashion chamber Camera Nazionale della Moda Italiana. “Buyers this week were up 20 percent, most of them from Japan, South Korea, China, the United States and the UK,” Capasa added, from his seat  in between pool tables at a billiards/caffe’ where gangster-cool, emerging act, Magliano’s fall winter show took place. Despite the signals, Italians menswear sales are expected to post a modest rise in sales of 0.3 percent in 2019, Capasa said.  

 

Between January 10 and 14, Milan hosted 26 catwalk shows and 46 presentations, where streetwear, tech-infused outerwear, sustainable, eco fashions and unisex designs took center stage.    

 

As part of a larger strategy to infuse Milan Men's Fashion shows with fresh and international names and attract more buyers, Italy's fashion chamber  linked up with its British counterpart the British Fashion Council to bring a group of ten emerging British talents to showcase here. London-based brand AlexanderMcQueen, as well as 29-year-old Samuel Ross of A-Cold-Wall* were major highlights.  The latter showcased a lineup that challenged vanguard brands and established Italian peers. A departure from the ongoing streetweartrend, Ross unfurled a savvy collection that included lush, avant-garde knits, safari jackets and elegantly tailored trench coats.  

 

Italian players like Marco de Vincenzo went out on a limb, showing only his second menswear collection - one that infused his flair for Italian cultural references and pizzazz with fine tailoring and hints of sportswear. 

 

“The first collection I did at Pitti was just a taste and I think buyers are starting to understand where we are going with this,” de Vincenzo said after the show Tuesday.  “I am very confident about the menswear line and it becoming a big part of my brand.” 

 

Historic brands couldn't stay away from the calendar, as a challenging market and the pressure to compete on an international stage to lure Chinese buyers (considered the future of the luxury market) via all possible channels is at an all time high. 

 

Ferragamo’s geo Micaela Le Divelec Lemmi told WWD this week that the decision to return to the menswear calendar was  “a natural consequence” of last year’s decision, to give the brand’s men’s wear “all the dignity it deserves,” adding that Ferragamo’s men’s wear division now accounts for around 40 or 45 percent of sales, depending on the region. 

 

Another major draw to menswear week was the inaugural edition WSM (WHITE SUSTAINABLE MILANO), the world’s first high-end trade fair that was attended by 4000 visitors and a noted presence of Asian buyers.  The event, which was supported by Italy’s fashion chamber and its buyers association, also hosted a series of talks and welcomed 20 leading tech and fashion startups.  

 

For many newcomers and young acts like Chinese designer Miaoran and Danish Han Kjøbenhavn, connecting with consumers in an emotional, cerebral way was more important than revenues or the commercial aspect. 

 

Showing in a damp warehouse on the outskirts of Milan, Kjøbenhavn shocked a small crowd of curious fashion goers with a macabre show that kicked off with a screeching, heavy metal performance around a pile of roped sacks that seemed more like body bags than a mound of trash.  Zombie-like models made-up with ghoulish, Hollywood-quality special effects  paraded around the stage.  Kjøbenhavn  said this was a reaction to the cold, dark northern European winters.  “It’s important for me to convey emotion and what I am feeling to the audience. You have to give a part of yourself.” 

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
A Verdict on Digital Fashion Week
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations,...
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and...
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and Dior, among the many names, the creative solutions have been exciting to watch. This new reality...
Revival LDN: The Upcycled Fashion Brand Aiming At Helping the Environment
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through...
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is...
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is that, no matter how sustainable they deem they are, we are still living in a fast-paced environment...
Reflections on Life post Lockdown at MFW
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021...
By Alice Ierace and Elisa Carassai
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s...
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s Montenapoleone district. We want to highlight that we are a family, that Etro is a family living in a world...
White Mountaineering Brings Back BLK Line
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese...
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009,...
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009, White Mountaineering’s BLK Line proposed a new feel to outdoor wear with high-spec textiles and...
Digital Meets Local at Sunnei
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo...
By Elisa Carassai
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower...
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower pace.  “During the lockdown, I realized we were moving at a pace that was too fast - we were...
A Play of Poetics at MFW
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was...
By Elisa Carassai
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di...
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di Giovani a Riccione (“Fluo: Stories of Young People in Riccione”) – who also happens to be from...
Purity and Tradition Intertwine at MFW
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the...
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three...
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three decades of unforgettable shows.Of course, a simple presentation wasn’t in the plan – it needed that...
Auralee’s Imaginary Journey Through Time
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer...
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal...
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal styling. Its aim? A full exploration into the development of their own fabrics. By taking inspiration...