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Friday September 23rd: fashion shows guide

Fashion shows, presentations and events: everything you need to know about Milan Fashion Week SS17

Diesel, Giorgio Armani, Uma Wang, Sportmax, Krizia, Etro, Tod’s, Versace, Aigner, and Elisabetta Franchi will be on show today for literally 12 hours straight; this while Milan has already been filled for two days by a crowd of colourful and eccentric promenaders, some masquerading rather than just dressing up, all of them walking briskly along the city’s pavements, mobile’ phone in hand, dashing from one catwalk show/presentation/traffic light/paparazzi’s stunt to the next.

That’s right, what’s trending today is no longer to be sitting in the front rows of the most popular shows, but rather to be photographed outside the backstage doors. Talking about fashion bloggers, this year the public has re-elected as beauty icons for the SS 2017 Women’s Collection (as demonstrated by the thousands of “likes” scored on the social media): Chiara Ferragni, who will present her very own new collection during the weekend; Chiara Biasi, who has designed (and sported) her prestigious collection of super skimpy bikinis this summer; Irene Colzi, in the process of writing her first book; Laura Comolli, who is thankfully neither a stylist nor a writer, but just herself, more and more appreciated thanks to her fresh and natural looks.

Of the early days of the shows (which are the ones where you waste the most energy), the third day will be the most tiring of all, with you hoping to be able to do everything, to be everywhere, especially if, let’s assume, the night before one of you has partied into the wee small hours at the Movida, or maybe has stayed up late at the after-movie diner, because the new chapter of the Bridget Jones trilogy has finally made it to the screens! Renewed, colourful, confident, playful, able to mix styles together, this is not just the description of Bridget Jones in the third act, but also of the stylish woman for next summer’s collection: floral according to Luisa Beccaria, floating in the new Elena Mirò by Vanessa Incontrada, fairy-like for Gucci, provocative for Fausto Puglisi, a bit like Alice in Wonderland according to Philipp Plein, essential and comfortable for Sportmax, excellent as always for Brunello Cucinelli, and much more… But all these different souls will need something to bind them together, won’t they? There’s the rings, earrings, bracelets, and trinkets. In short, let all the world’s joys begin! For the next season the woman will be thoroughly bedecked like a Christmas tree, albeit a truly glamorous one.

Striking the balance won’t be easy, but wearing your jewellery in a sexy way might do the trick, rather than just lumping things together into a boastful, shimmering display. As Chanel once stated, “less is more”. One has to wonder whether the string of pearls on the décolleté will stand the test of time, while the large bracelet (which you can even wear with tank top and jeans) is proving to be most popular. Of all appointments of this Friday 23 September, make a note in the agenda for the following: La Perla (11:00 – 19:00) at Palazzo Clerici; Bulgari (late in the morning, giving you the chance to stop for breakfast in the Hotel’s beautiful garden bar) in via Fratelli Gabba; Caovilla, the most famous brand in the world for jewel-shoes (12:00 noon onwards) in Corso Matteotti at number 10; and the Maryling presentation in the newly restored rooms of Palazzo Serbelloni.

Among the events of the afternoon we highlight the presentations by Giuseppe Zanotti Design, in Montenapoleone 18; by Bianchi and Nardi (now four generations of luxury leathermakers), in via Verri 7; and by Vicedomini in Montenapoleone 17. Luckily, all in the same area. There is only one transfer to do (which I strongly recommend), and that is between 18:00 and 20:00: a private cocktail at the “maison” of Marie Claire in Corso Como (by invitation only), which repeats the coworking event in one of the beautiful Airbnb apartments, this time run by Manuele Alessi, owner of Check-in Suites and best Italian host according to Airbnb. Afterwards, you will have the chance to delve in your business leads while dining at 10 Corso Como!

In the evening, you should not miss the exclusive party of Sergio Rossi, in via Filodrammatici; the White inaugural party in via Tortona; and a short visit to the Armani/Silos, if you have not been there already. Perhaps after all this you could treat yourself to an elegant and refined dinner, choosing from a sophisticated, contemporary menu at Les Gitanes Bistrot, next to (and just a short walk past) the Magna Pars Hotel.

Venues of the day: Palazzo Serbelloni, Armani/Silos, House Marie Claire by Airbnb.

Restaurants of the day: 10 Corso Como, Les Gitanes Bistrot.

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