The brands with the most positive feedback after Milan Fashion Week
May
What strategies did these fashion houses employ to stand out in the fiercely competitive landscape of Milan Fashion Week?
Summary: Diesel Max Mara Prada Versace Sunnei Marni Dolce & Gabbana MM6
In this evaluation of Milan Fashion Week, the top 3 brands in terms of Earned Media Value (EMV), as determined by the ranking conducted by Lefty agency, are discussed.
Prada’s FW24 Show Featured Absolutely Zero Slime
Leading the pack is Prada, followed by Versace and Dolce & Gabbana in 3rd place. The EMV for these brands primarily comes from the presence of celebrity names at the shows.
Apart from these top 3 brands, there are other impressive runway shows from Diesel, Marni, Sunnei, Max Mara, and MM6. These brands have received excellent reviews both from industry insiders and online communities.
This article explores the strategies employed by these fashion houses to differentiate themselves in the fiercely competitive landscape of Milan Fashion Week.
Diesel Prior to the runway show, Diesel announced a significant milestone: the fashion brand with the motto “successful living” was experiencing growth. Diesel reported a revenue increase of 13.1% in 2023, a significant leap forward after a decline in 2022.
Notably, the young consumer group in China played a significant role in driving this revenue surge for Diesel. Renzo Rosso, the founder of Diesel, revealed in an exclusive interview with Jing Daily that over 60% of the brand’s annual investment is directed towards China, evidenced by Diesel opening 30 new stores in the country last year.
A notable feature of Diesel’s Fall Winter 24/25 show included giant screens broadcasting the brand’s Zoom calls with over 1,000 participants. This unique setup allowed attendees to “watch while being watched,” adding an extra dimension of interactive space to the brand’s presentation.
The Diesel Fall Winter 24/25 collection showcased the creative development of Creative Director Glenn Martens in designs imbued with the brand’s signature style, featuring super short mini skirts, oversized faux fur coats, sheer acid wash jerseys, and denim jackets. The collection received praise from fashion insiders, highlighting Glenn Martens’ talent in evolving Diesel’s distinctive style.
In contrast to other luxury brands, Diesel is deliberately carving out its niche as an ‘alternative’ choice for young consumers looking to express their individuality and trendiness through fashion. Providing these unique clothing items has proven to be an effective strategy, especially garnering attention in mainland China.
Max Mara In this collection, Creative Director Ian Griffiths drew inspiration from Belle Époque-era writer Sidonie-Gabrielle Colette, a renowned writer known for her sophistication, intelligence, and liberation of female sexuality. Departing from Max Mara’s typical desert brown palette, the collection introduced shades like beige, black, deep blue, and gray, creating a more solemn and serious collection, exuding the elegance of the Belle Époque era, catering to Max Mara’s sophisticated clientele.
Max Mara FW24 – ZOE Magazine
Max Mara’s meticulously tailored coats continue to dominate the fashion scene, and in China, Max Mara represents timeless classical beauty, often regarded as a brand that creates garments passed down through generations. Amidst a myriad of luxurious coat options, Max Mara has solidified its position as a favored brand for wool and cashmere coats. With over 60,000 user-generated contents on Xiaohongshu, iconic brand products like Ludmilla, Teddy Coat, and the Manuela line have become familiar names among Chinese consumers.
Prada In this season’s show, creative duo Miuccia Prada and Raf Simons explored themes of romance, love, emotions, and history. Blazers, bomber jackets, and knitwear in the collection were inspired by the past but reinterpreted with modern sensibilities.
Livestreaming of Prada’s show was widely broadcasted with a total of 36.7 million views. Notably, Prada topped the EMV ranking after Milan Fashion Week evaluated by Lefty, garnering $14.7 million in EMV, an impressive figure.
Versace In this season’s collection, Versace completely abandoned the soft pink and light blue tones of the Spring/Summer 24 collection, opting for a bold ‘mob wife’ style. The runway was filled with leather jackets and pants, animal prints, and notably, bold red and black tones with heavy eyeliner. In contrast to other brands opting for a gentler and simpler direction, Versace boldly explores its world through designs that clearly embody the rebellious spirit of a Versace woman.
Versace, la sfilata FW24 tra punk rock e sartorialità – Wondernet Magazine
The show became even more enticing with the appearance of Ning Yizhuo, a Chinese K-pop star, newly appointed ambassador for Versace. Also in attendance were Versace’s global ambassadors and K-pop group Stray Kids member Hyunjin. The power of celebrities, including the notable presence of Anne Hathaway, significantly boosted Versace’s online interaction index. According to Lefty’s data, Versace ranked second in EMV among all brands at Milan Fashion Week, raking in an impressive $12.7 million in EMV.
FW24: The hottest celebrity looks from Women’s MFW Hyunjin, Donatella Versace và Ning Yizhuo Sunnei The independent Italian fashion brand Sunnei, founded by creative duo Loris Messina and Simone Rizzo, presented a collection that was primitive, vibrant, and playful, standing out amidst the understated luxury designs of many brands at Milan Fashion Week. Models wore colorful, futuristic-inspired outfits, and the ensembles were completed with the redesigned Labauletto bag adorned with sharp spikes.
Italy Fashion Sunnei Women FW 24 | World News | wvnews.com
This niche brand is gaining sustainable fame in the Asian market. According to Rizzo, the brand’s co-founder, China is Sunnei’s second-largest market, only behind South Korea. However, Sunnei is facing fierce competition from local brands that are increasingly gaining traction in China, with comfortable prices and localized marketing strategies.
Marni After a three-season fashion journey in New York, Paris, and Tokyo, Marni proudly returned to the heart of Italian fashion for the 30th anniversary of the brand’s founding. The venue for the show was transformed into a festive scene adorned with white paper, a giant cake, and colorful balloons.
Marni | Official online store
In the Fall/Winter 24/25 collection, Marni started by combining images or reference materials, returning to a state of purity, eliminating excess, and focusing solely on intricate silhouettes and cutting-edge artistry. This commitment to simplicity marks a significant change in the brand’s design style for this collection.
Dolce & Gabbana Dolce & Gabbana’s fall/winter collection is designed for strong women who can confidently wear transparent cocktail dresses made of lace or gauze, paired with maxi faux fur coats or standout leopard print jackets.
