Gucci returns to Milan for the next fashion week

Gucci has announced its return to the Milan Fashion Week program after two years of digital shows or fashion shows around the world. The announcement follows by a few hours that of the return of Bottega Veneta to Milan, with the consequent abandonment of the format of the show behind closed doors. Together with Saint Laurent and Bottega, therefore, Gucci is the third Kering brand to return to the official fashion schedule after that, during 2020, the group's strategy had seen the various brands opt for a series of independent presentations.

The return to the ranks of the fashion week of Gucci and the other brands was not too surprising: after all that of the supply chain is a well-oiled clockwork mechanism to place buyers' orders, Gucci has its own space in Milan that makes logistics operations much easier and, of course, the movements of guests and influencers,  as well as those of media coverage, it is much easier if inserted in the context of a great unitary event. Regardless of everything, in any case, the return to Milan of the big brands represents a strong sign of strength for the role of Milan as the capital of European fashion.