MILAN — Thanks to last-minute decisions by Prada and Fendi, which opted to show on Feb. 25, Milan Fashion Week will not be compressed in the three-day weekend dreaded by many in the industry.
This story first appeared in the February 10, 2010 issue of WWD. Subscribe Today.
“We should all be grateful to [Prada and Fendi],” said Mario Boselli, head of the Italian Chamber of Fashion, who has been battling for a calendar of “at least five full days.”
Prada was originally penciled in on Feb. 26 and Fendi on Feb. 27. Boselli said “good sense eventually prevailed.”
A Prada spokeswoman said showing a day earlier was not necessarily done to extend the calendar, but because “it was the only intelligent thing to do. We moved in order to make everyone’s life easier and especially out of respect for those designers whose work would otherwise be penalized.”
A Fendi spokeswoman said the company, “when asked to support the Italian fashion system in such a particular moment, felt is was crucial to give its contribution. As an Italian brand, Fendi wanted to pay respect to all the people and institutions involved in the industry. Appreciation for Prada, who joined forces in this effort.”
That said, double espressos still will likely be a daily requirement for retailers and editors facing the fashion marathon. Officially scheduled to run Feb. 24 to March 1, the Milan fall-winter 2010 season kicks off on Feb. 25 with the two above-mentioned shows, as well as D&G, Blugirl, Krizia, Just Cavalli and Moschino Cheap and Chic. On Feb. 26, Dsquared2 will start the day at 9 a.m. and two Jil Sander shows (at 7.45 p.m. and 8.30 p.m.) will close it. Slotted in between are Blumarine, Sportmax, Alberta Ferretti, Luisa Beccaria with two shows and C’N’C Costume National, in addition to Gianfranco Ferré, Emporio Armani and Versace each holding two shows.
The following day, Bottega Veneta is the first show at 9 a.m., followed by Antonio Marras, Max Mara, Les Copains, Iceberg, two Giorgio Armani shows, Moschino, John Richmond, two Gucci shows, Brioni and Emilio Pucci. Younger designers Francesco Scognamiglio and Gabriele Colangelo will close the day at 8 p.m. and 8.45 p.m., respectively.
Feb. 28 will also be a tightly packed with Dolce & Gabbana, two Marni shows, Anteprima, Byblos, Marco de Vincenzo, Etro, Roberto Cavalli, Missoni, Salvatore Ferragamo, Ermanno Scervino, Versus and Aquilano.Rimondi. Less international brands, such as Laura Biagiotti, Mila Schon and Mariella Burani, will show March 1.