The seasonal press conference ahead of Milan Fashion Week was held at the stately city hall on Wednesday organized by Italy’s Chamber of Fashion at the presence of mayor Giuliano Pisapia. Responding to a question on the shortened show calendar this season, Mario Boselli, president of the fashion association, firmly reiterated that “unless big designer names preside both ends of the week, it is impossible to keep the international press in town.” He once again said the “best solution” would be to follow the example of the show schedule in Paris, which has been fixed for years, as “we have seen the rotation does not work.”

As reported, Giorgio Armani, who for several seasons had been closing fashion week, this time moved his show ahead to Sept. 20. Roberto Cavalli before him had also wrapped up the shows. The shows were originally planned to end on Sept. 22, but that day is now a window for up-and-coming designers, as Marni, Salvatore Ferragamo and Trussardi are the last international labels to show on Sept. 21. “Now is the moment to return and show a united front,” said Boselli.

Asked about the fact that the planned exhibition on Gianfranco Ferré’s work will not be taking place this season, the Chamber’s chief executive officer Jane Reeve said that it “was an unfortunate concurrence of reasons. It doesn’t mean we won’t do it.” She explained that the new Porta Nuova fashion hub is not ready yet to accommodate the young designers’ shows, which will have to be held at the Sala delle Cariatidi at the Royal Palace in Milan — originally the site destined to the Ferré exhibit. Reeve also revealed that, in addition to the Fondazione Prada and Giorgio Armani’s new exhibition spaces next year, the Chamber will be holding a special event called “Dietro Le Scene [Behind the scenes],” an invitation, she said, to “discover something different and the creative stimuli behind the brands.”

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