From the 15th to 21st of April, ‘Milano Design Week’ was held, the international design week that takes place every year in April in the city of Milan, one of the world's design capitals.
The design week is divided into two parts: the “Salone” proper, which is held in Rho Fiera, and the “Fuorisalone”, which is held instead in the streets of the city centre, not only in the Brera and Tortona districts, which are symbols of design, but also in many other areas. In this way, all citizens have the opportunity to see installations, exhibitions and participate in events. Everyone has the chance to experience the Salone and see themselves as participants in such an important event, thus demonstrating the democratic dimension of the design world, which is somewhat lacking in fashion.
Azimut Yacht installation at Bagni Misteriosi - elledecor.com
Over the last few editions of the design week at the Fuorisalone, there has been an increasing presence of visitors thanks also to the fashion sector, with its big brands, that with exhibitions, events and collaborations have managed to involve a large segment of the public, who’s not satisfied with the Fashion Weeks spread over the year.
Especially in this year's edition, fashion made a big impression with numerous installations in the most famous locations and also thanks to many initiatives, such as pop-up shops where branded gadgets were given away. An example is Zegna, which gives away tote bags, or fashion magazines such as NSS Magazine with its slogan “Ti odio Milano Ti amo” which has gone viral, which organise real events in the city squares. Saint Laurent, on the other hand, collaborated with Gio Ponti to create a collection of plates, with an installation at the “Chiostri di San Simpliciano”, a collaboration that further emphasises the fusion of design and fashion.
Saint Laurent exhibition for Gio Ponti - Saint Laurent
Loewe and Bottega Veneta also decided to create installations inside historical buildings in the city centre, which attracted many fans.
Fashion houses such as Armani and Versace, on the other hand, opened the doors of Palazzo Orsini in Via Borgonuovo and Donatella Versace's home in Via Gesù respectively, which were open to visitors. In the case of Palazzo Versace the visit was possible only by reservation with a limited availability.
Armani Casa exhibition at Palazzo Orsini - locations.armani.com
Although all this brings even more buzz and visibility to an event that is already so much loved and appreciated by the public, on the other hand it distracts somewhat from the focus of the whole fair, namely design as such.
If for many years fashion has been on the outside looking in, it has now become a full part of the design week, and not only with the classic exhibitions we are used to from the fashion brands with their home line, but also with a massive presence of events, collaborations and grand installations.
There is an increasing perception of a fusion between design and fashion. Although they have always been linked, now as never before, they travel in symbiosis, as if one could not live without the other.
Cover image by pauloguidalli.com.br via Pinterest.