2011 Spring Summer Women's Milan Fashion Week

After the London Fashion Week, before the Paris Fashion Week, the 2011 Spring-Summer Women's Milan Fashion Week officially opened. The brand-new appearance was a new look. All the fashion shows were gathered in the center of the city for the first time and debuted in six days.

The new fashion week will continue until September 28, with a total of 78 fashion shows. The Italian Fashion Association uses the most controversial new calendar.

The big brand companies had been rushing to squeeze in the middle of the past three days. The purpose was to cater to Anna Wintour, the editor-in-chief of the American Vogue magazine, so that they could minimize their stay in Milan. On the contrary, small companies were left aside.

According to fashion association ** Mario Boselli, “Everyone can no longer afford such an unreasonable schedule. The public’s dissatisfaction has also been responded to. For the first time, we successfully brought together all fashion designers, including three. Companies that are not members of our association: Armani, Dolce & Gabbana and Marni. We all worked together to create a more balanced one-week trip."

Big brand companies are evenly distributed over six days. Gucci heads up on Wednesday, followed by Fendi and Prada on the 23rd, Moschino on 24th, Gianfranco Ferrè and Versace on the 25th, Bottega Veneta and Emporio Armani on the 25th, Dolce&Gabbana and Salvatore Ferragamo on the 26th On the 27th, it was Roberto Cavalli and Giorgio Armani.

In order to reshape the Milan fashion industry, the Fashion Association also strictly scrutinized the participating companies and removed some underwear brands, swimwear brands and large-size brands from the T stage. This caused a lot of controversy.

In the context of this reform, the Dolce & Gabbana brand, which had been gone eight years ago, entered the official calendar again. In contrast, other brands were asked to leave.

MarioBoselli pointed out that "this decision is very difficult but essential, and some brands do not match the fashion week. We hope to stimulate creativity and once again highlight Milan's position in the world fashion industry."

The delisted includes the big-name brand Elena Mirò, who has been the chief performer of the fashion week’s opening field fashion show since 2005.

The brand will hold a fashion show outside the official schedule on Wednesday and will be tempted to expel it, launching the "first international 40-plus model selection competition."

Another innovation of Milan Fashion Week is to completely give up the Milan exhibition hall which is too remote. A lot of fashion shows in the past were held here.

The Fashion Association hopes to adopt a more relaxed and more effective organization, focusing on four historical buildings in the city centre, separated by only a dozen meters from each other and within easy reach of Milan Cathedral. In order to facilitate round trips between various venues, the organizers also provide free Bike rental.

Finally, four large screens were erected in the downtown area to broadcast live fashion shows. Some of the fashion shows are even live online.