NUMERO 00 SS10 via @numero00
Milan Fashion Week is home to the runways of the world’s most prestigious heritage houses, like Gucci, Fendi and Prada who have been disseminating trends out of the Italian fashion capital for the last century. But beyond the luxury titans, there is a younger crop of designers making their way in the city. Heavily influenced by street style and with a healthy dose of humour, these new brands are providing an important counterpoint to the well-established Milanese fashion scene by representing a generation that values gender equality and the environment.
NUMERO 00
NUMERO 00 is a streetwear brand under the creative direction of Valerio Farina. Born in 2012, the label designs for both men and women, incorporating classic Italian tailoring elements like pinstripe suiting separates and slim cuts with futuristic casual and outerwear. Like many young brands, they are building their label around sustainability. According to the Numero 00 website, all of the materials that look like plastic are actually compostable fibres made out of plants like corn, wheat or beat. The show goes on tomorrow at 5PM.
Edithmarcel
The most polished of the group, Edithmarcel was founded by Andrea Masato and Gianluca Ferracin in 2015. The label focuses on genderless fashion, tailoring unique silhouettes that work on a variety of bodies. They are known for strong geometric colour blocking and their over-sized line-drawing face patter that has reappeared throughout different collections. Still, the duo balances elegance with playfulness, pairing the SS19 collection with netted swim caps. Their SS20 show is slated to take place at noon on 17 June.
David Catalan
David Catalan’s eponymous label is co-ed. Since 2013, the Spanish designer has been making sporty ready to wear with a utilitarian bent. After showing his last two collections in Portugal, which featured breezy summer separates and oven mitt-sized winter gloves, Catalan is back in Italy for SS20. It will be interesting to see how the label steps up its shows as it sends looks down the runway on Monday at 4 PM in the slot before Giorgio Armani.