Between cult pieces and inspirations from the brand’s past, shirts are once again the protagonists of the runways in Milan, for a reassuring SS24 in line with market expectations.

 

Now that the last runways in Milan - presenting the SS24 season collections - are over, the message launched by Italian style protagonists is an even more resolute prosecution of the so-called “quiet luxury”. An elegance based on quality without excess, on the strongholds of Italian style, instead of the sometimes high-strung search for a genderless avant-garde, to the detriment of certain business dynamics.   

 

 

A reassuring fashion - The watchword, quality

 

The fashion designers dominating the Milan runways decided to showcase decidedly viable women - and also men (since creators choose to display broad collections in their entirety, as narrated by both genders), free from any show-like provocation, as they believed the right way this year should pass through a reassuring vision, linked to historical archives and tradition. We start from here to give voice to women wearing suits, dresses or trousers, with blazers with bold shoulders, which become the armour of a combative, confident woman.

 

 

Gucci, Fendi and Bottega Veneta’s shirts

 

Starting off with Gucci, which relaunched with the first collection by Sabato De Sarno, with reinterpreted archive pieces, presented in a minimal style, such as white and light blue shirts - two evergreens - paraded on top of shorts. It’s the revolution of basic pieces, which is once again the talk of the town, by betting on the market’s reaction, which longed for a bit of certainty.

 

 

 

 

Journey and crossroad of experiences and cultures, in Bottega Veneta’s runway, designed by Matthieu Blazy, who showcases folk suggestions and ethnic inspirations from exotic, lush places, created with such craftsmanship so as to leave the public amazed and eager for such artfully made pieces. Here too, shirts play their part on top of a fringed folk skirt, and underneath the male dust coat with tie and collar, inspired by a 1940s noir movie.

 

 

 

 

 

Fendi, designed by Kim Jones, also talks about the original places of an Italy walking proudly among Roman streets, with blouses, leather skirts, textured trenches, and cult accessories from the brand’s leather piece archive. Along with the bags that stand out on top of every look, the open white shirt with a deep neckline, or the long maxishirts, bring along the idea of a powerful woman, determined to conquer the world, once again.