5 things to expect from Milan Fashion Week Women's SS25

In the height of summer, it is impossible not to try to anticipate, at least in thought, everything we will see next fashion month. And if this season seems perhaps more interlocutory, with a good number of big debuts scheduled for January, even the September edition of Milan Fashion Week will not lack interesting moments. It is the first Milan Fashion Week to enjoy an extra day, which should make the schedule more sustainable, but also a season in which we will see a good number of creative directions unfold and consolidate in a not-so-simple moment for the luxury market. It is also a fashion week in which the absence of Armani's closing show, which will move to New York for this season with a one-off seasonal show, has rewritten the presentation schedule in an unusual way for otherwise habitual Milan. The anticipation remains high and the curiosity is sky-high for the next round of shows – and Milan's program is by no means devoid of newness.

Here are the 5 things to expect from Milan Fashion Week Women’s SS25.

1. The Return of Andreadamo

Andreadamo is definitely one of those independent brands that has enriched the Milanese calendar with presentations and designs with international appeal, which have not failed to seduce a large number of celebrities from around the world over the years. And after a year away from the runways, interrupted by a presentation via digital lookbook last year (one of whose images circulated quite a bit last February), his return with an in-real-life event on September 22nd will bring a breath of excitement to a calendar that, still dominated by big institutional names, is finding a sense of novelty each season.

2. The Attico Show

After one of the most original shows last year, held on the street between two rows of seats made up of vintage sofas and designer armchairs, The Attico will make its eagerly awaited return to Milan Fashion Week. The brand, founded by Gilda Ambrosio and Giorgia Tordini, is not only very present in the area and connected to the public through its hyper-local collaborations (the most recent in Naples) but has also stood out in recent years both for the thoughtfulness of its strategy, which has kept its perception fresh, and for its ability to interact much more fluidly and openly with the reality that surrounds it – a factor that is certainly rarer today in a world of institutional luxury that is often a bit impersonal. The show is scheduled for September 21st and the curiosity to know how and where it will be presented is already very high.

3. The Revival of Fiorucci

Fiorucci, the iconic brand of the '70s, will present its first-ever show during this edition of Milan Fashion Week. Known for its free spirit and playful design, Fiorucci promises to bring a breath of fresh air and nostalgia to the runway. The brand is one of the most iconic on the Italian and international scene, its return is perhaps more curious than awaited as everyone wonders what the comeback of a brand whose logo and general vibe we all remember but which has indeed been less present than others in the ecosystem of big and small brands that has flourished in recent years will look like. Clearly, the brand never left – this does not mean it cannot return. After all, Italian fashion cannot leave behind one of its greatest icons.

4. Fendi and Marni Opening

Fashion week will open in grand style with the Fendi and Marni shows. Fendi will kick off events on September 17th, followed by Marni on the same day. The novelty here is more for insiders than for the general public, as both brands, while being top stars in the Milan Fashion Week firmament, have rarely held such prominent positions. And if Fendi has occupied similar prominent positions on the calendar in the past, it is Marni's show that many are awaiting. The brand, led by Francesco Risso, has just come from a series of international shows held in New York, Tokyo, and Paris that have shown everyone that it can fully support the weight of protagonism – and what protagonism.

5. The Great Absentees: Armani, Tom Ford, Blumarine

Despite the event-rich calendar, there will be some notable absences. Tom Ford and Blumarine will not participate in Milan Fashion Week Women’s SS25 due to technical reasons: the first brand is in the midst of a reshuffle and will announce a new creative director shortly, hopefully; the second has announced it, and it is David Koma, but the timing imposes that his debut will take place next season. As for Armani, he has opted for a different format this year, which will take him to New York in October with a show that promises to be spectacular and will take place during the opening of a new mega-building in Manhattan named after the legendary designer.