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GenZStyle > Blog > Culture > What Do Fashion Brands Do at Milan Design Week?
Culture

What Do Fashion Brands Do at Milan Design Week?

GenZStyle
Last updated: April 27, 2026 9:21 am
By GenZStyle
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What Do Fashion Brands Do at Milan Design Week?
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Milan is one of those cities that always locks down the same month every year and turns it into an event. They no longer belong to the calendar that the rest of the world follows, but to the calendar in which fashion and design moves. If you don’t have a lot of investment, booking a flight during that time is a shortcut to your personal “don’t do” list. September is swallowed up by the Spring/Summer season of Milan Fashion Week, late February to early March is swallowed up by the Fall/Winter season, and April is swallowed up by the Milan Fashion Week season. milan design weekhas 64 editions and is still expanding. Naturally, fashion is also in demand. Not everyone can design a decent coffee table, but everyone can and will create an immersive experience (and be sure to walk around in it).

Gucci Memoria at Milan Design Week
via @Gucci Instagram

gucci

“Gucci Memoria” looks back on 105 years of history as a tapestry. There are 12 hangings, from Guccio Gucci to Successor Politics, Atelier, Jackie’s Bags, Tom Ford, Alessandro Michele and finally Demna, ending mid-fitting. In the center is a setup of flora-coded wildflowers, already in line to be scented, staged and later cut into complimentary bouquets for the Montenapoleone boutique.

Louis Vuitton's Object Nomad to debut at Milan Design WeekLouis Vuitton's Object Nomad to debut at Milan Design Week
via @LouisVuitton Instagram

Louis Vuitton

Pierre Legrand Homage is what Louis Vuitton is calling its latest Art Deco collection, Objets Nomades, named after the man who created the brand’s first furniture in the 1920s. A red and black omega-shaped lacquered vanity sits alongside Estudio Campana’s 2015 Cocoon Chair, ‘Cabinet Kaleidoscope’, and other resurfaced archival designs. There will also be an oversized leather fuzzball table, with mermaids as players, of course.

Fendi Baguette 26424 at Milan Design WeekFendi Baguette 26424 at Milan Design Week
via @Fendi Instagram

fendi

Fendi was busy. The label crowned the first winners of its new design awards (young talent, Roman-inspired cobblestones, etc.) and launched a new chapter for Fendi Casa with a roster of designers who are reinventing the brand’s interior language. And since nothing is just new, we’ve reinvented Baguette (26424) again, this time in a manifesto of never-ending “reinvention.”

Prada frames debut at Milan Design WeekPrada frames debut at Milan Design Week
via @prada Instagram

prada

Prada’s annual symposium “In Sight” was held in collaboration with Formafantasma inside the church of Santa Maria delle Grazie, which houses one of Milan’s most important and most visible treasures, Leonardo da Vinci’s “The Last Supper.” This year’s theme was Image Making, which combined photography, algorithms and political talks, as well as poetry readings and concerts.

Jil Sander Reference Library at Milan Design WeekJil Sander Reference Library at Milan Design Week
via @jilsander Instagram

jil sander

Jil Sander’s Simone Belotti has tapped Milanese architecture studio Studiooutte for her first notable exhibition at Salone del Mobile. Together, they installed a number of shiny metal stands in the house’s headquarters, each displaying 60 books hand-picked by 60 creators in the brand’s orbit, spotlighting ideas that have sparked countless ideas.

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Source: Our Culture – ourculturemag.com

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