Italian-made fashion took the spotlight at Milan Fashion Week, showcasing the creativity and originality of three brands: MSGM, Shi.RT, and Vitelli. These brands proved that age and experience are no barriers to creating innovative and compelling designs.
MSGM made a striking comeback, choosing the picturesque park in the emerging neighborhood of Porta Nuova as its venue. Designer Massimo Giorgetti presented a collection that captured the essence of summer, featuring fresh and polished looks. The fabrics used, such as cotton, jersey, and stretch, created a sense of lightness. Vibrant and fluorescent colors injected energy into the ensembles, while frilled crop tops and elastic bras added a flashy touch. Giorgetti’s playful use of checks, flowery prints, and lacy tracksuits resulted in a desirable and easy-to-wear wardrobe.
Shi.RT, founded by Tommaso Aquilano and Roberto Rimondi in 2019, focused on cotton shirts and dresses. However, the brand has expanded its offerings to include tops, skirts, and pants while remaining true to its original concept. Shi.RT’s 100% Italian-made products, which are relatively affordable, have gained popularity among young women and mature customers alike. Despite the challenges posed by the pandemic, Shi.RT experienced a 30% increase in sales. The brand is now available in top boutiques in various countries, including China, Taiwan, Switzerland, Germany, France, and Belgium. Aquilano and Rimondi drew inspiration from Yves Saint Laurent, Stephen Burrows, and a talented Dutch artist they discovered on Instagram for their latest collection. Sequins, 80s-inspired pointed shoulders, and large bows tied at the waist added boldness and shimmer to the looks.
Vitelli is an exciting new player in Italian-made fashion, and its collections are distributed in some of the trendiest stores worldwide. Their latest collection, unveiled at the iconic 10 Corso Como outlet with support from Carla Sozzani herself, drew inspiration from nomads and the hippie movement. Vitelli’s knitwear pieces showcased delicate and fine textures, conveying a sense of fragility. Intricate thread embroidery adorned coats and pants, while some designs resembled felt. Maxi-ponchos featured stretched natural curves in their stripes, adding a touch of primitive and coarse style inspired by the late 1970s Italian musical movement. Designer Mauro Simionato explained that the challenge was to showcase Vitelli’s various typologies and treatments developed over the years while presenting it as a contemporary label with a distinct Italian style.
Vitelli was founded by designer Mauro Simionato in 2016, leveraging his extensive experience in the fashion industry. His partnership with knitwear specialist Giulia Bortoli led to the experimentation with thread and the creation of hybrid textures merging knits and fabrics. With a team of talented artisans, Vitelli prides itself on using reclaimed ends of spools and threads from textile offcuts to craft unique and innovative designs.
MSGM, Shi.RT, and Vitelli exemplified the diversity and brilliance of Italian-made fashion at Milan Fashion Week. Through their original and relevant collections, these brands demonstrate that Italian fashion continues to thrive and make its mark on the global fashion scene.
Useful links:
– MSGM Official Website
– Shi.RT Official Website
– Vitelli Official Website
