It’s January and, once again, Men’s Fashion is struggling to find its own voice despite the business it generates.
– London Fashion Week is quickly disappearing.
– Florence Pitti Uomo is more an event for business insiders despite the presence of the press that, instead of telling the story of the collections they see, get distracted by restaurant openings and luscious dinners.
– Milan Fashion Week, with the exception of Prada show, N 21 interesting collection, Fendi savoir faire, Dolce and Gabbana show at the Rinascente, Versace mix and match of vintage patterns and a few other, tries to stay awake thanks to celebrities and influencers and catering pictures.
Instead of focusing on showing the collections in detail, most of the Brands are obsessed by their own Instagram presence.
Instead of creating interest around materials, colors, shapes, products they are more focused on arranging the perfect Instagrammable situation.
It’s a pity and not the best way to share the masterpieces created by the collaboration between designers and artisans, between Design and Made in Italy.
Men’s brands have huge opportunities to share their savoir faire and impeccable or irreverent taste and it’s time to put this in place.