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

Being Italy a country full of history, and therefore also of traditions, Italian fashion has always carried a certain "oldness." In recent years, however, new names and innovative designers have been able to reinvent the beauty of Italian design, infusing it with freshness and modernity never seen before. We're talking about Iceberg, a brand that turns 50 this year but has always spoken to new generations, about Diesel, which under the leadership of Glenn Martens explores the dynamism of contemporary fashion, and Loro Piana, which after over a hundred years of history continues to perfect a unique artisanal savoir-faire. This September, Milan Fashion Week features an endless list of unmissable events, from presentations to scheduled shows. 

So, here are 5 things to expect at Milan Fashion Week Women's SS25. 

The return of The Attico to the runway 

After the brand's first show on the calendar last September, The Attico is preparing to return to the runway with a new collection. The all-Italian glamour of creative directors Gilda Ambrosio and Giorgia Tordini will take center stage in Milan in a bold show that, if it reaches the same levels as the latest looks by The Attico for Zendaya and Rihanna, will certainly not disappoint expectations. 

The pictorial fashion of Marni

The last time the fashion industry audience was able to discover Marni's creations on the runway, they found themselves in a cave admiring marble-like dresses covered in paint, mohair furs, and primordial animal print. This time, too, we count on the limitless imagination of artistic director Francesco Risso and his team to take us on a fantasy journey, perhaps again into an unknown past, in a tin flower garden like SS24 in Paris or a polka-dotted universe like FW23 in Tokyo. 

Prada, just Prada

No need for many descriptions to say that a Prada show is simply a spectacle that anyone in the industry wants to witness at least once in their life. It's not so much for the type of celebrities awaiting the event, each season a guest list to envy any other exclusive evening, but because the show itself has become a monumental moment within the entire Fashion Week calendar. In their collections, creative directors Miuccia Prada and Raf Simons always manage to capture the zeitgeist of the time, blending public figures, trends, and new stylistic codes in shows that time and again demonstrate the undeniable impact of the brand on contemporary fashion. 

The futuristic avant-garde of Sportmax

Sportmax is one of those brands that moves quietly, yet sets clear stylistic paths that over the years have gathered a well-populated niche of fans. The brand's collections always manage to harmoniously unite contrasting emotions such as fear and sensuality, telling in a highly romantic way what passes through the minds of the new generations, between anxiety for the future and an obsession with personal style. This season, too, we expect to see sculptural dresses and equally captivating accessories, strong textures, and that perfect mix of utility and elegance that forms the brand's DNA. 

The irreverence of AVAVAV and Sunnei

This season as well, the independent brands AVAVAV and Sunnei have certainly prepared out-of-the-ordinary shows. In past years, we've witnessed fashion shows where the audience could vote for each look with a paddle, throw tomatoes at the models on the runway, or hold them up as they did crowd surfing. These two brands have a penchant for irreverent shows, and so do we: we can't wait to see what other tricks they've come up with to keep the audience's eyes glued to the collection.