While celebrating the legacy of the late Giorgio Armani, the Milan Fashion Week this year is also showcasing the highly anticipated debuts of new designers at some of Italy's most iconic fashion houses.
Top brands like Prada, Dolce & Gabbana, Max Mara, Fendi, and Bottega Veneta are presenting their Spring/Summer 2026 women's collections at this year’s event. The most-watched debut is that of Georgian designer Demna at Gucci. After a successful decade at Balenciaga, Demna is tasked with revitalizing Gucci, which has faced a slowdown in sales. Instead of a traditional catwalk show, the brand is opting for a private presentation. Versace is also starting a new chapter as Dario Vitale unveils his first collection after taking over from Donatella Versace. The brand, recently acquired by Prada, will host an intimate event to showcase Vitale’s vision.
Other notable debuts this season include Louise Trotter at Bottega Veneta and Simone Bellotti at Jil Sander. These creative shake-ups are happening amidst a backdrop of global economic uncertainty and sluggish luxury sales, particularly in China. However, luxury analyst Luca Solca notes, brands are responding by offering newness to consumers, which is a crucial strategy during times of rising prices. This season, Milan is a testament to the industry's ability to evolve while honoring its foundational icons.
