GOOD DEEDS: There was a sense of altruism in Milano heading into the frenzied schedule of show week: Both Giorgio Armani and Genny chairman Donatella Girombelli canceled gala dinners and donated the money to earthquake victims in central Italy, which was hit last week by a series of strong tremors. Armani said he would donate 200 million lire ($116,000), while Girombelli said she was giving 100 million ($60,000).

OPEN SEASON: New stores are opening up right and left in Milan. A few of the latest developments: Gucci’s 22,000-square-foot flagship on Via Montenapoleone will open in 1998; Trussardi’s expanded and refurbished boutique on Via Sant’Andrea opens today; Callaghan’s first store, on Via della Spiga, 8, opens on Oct. 9; Alberto Biani’s first store, on Via Spiga 25, opens Saturday, and Annabella furs will open its first Milan boutique today in Via Montenapoleone, 1.

SOAPING UP: Perhaps seeking a lesson in real melodrama, the TV soap “The Bold and the Beautiful” is crashing the Milan collections. Rome-based designer Rocco Barocco will play himself in the fashion-related episodes, while actress/model Jessica Hopper will also play a key role. Filming will continue around Milan until Brooke, Ridge, Eric, Clarke, Thorne, Stephanie, Lauren and Sally arrive on Oct. 9.

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