What's Happening?
Italian indie brand Lessico Familiare is set to return to the runway during Milan Men's Fashion Week with a show titled 'New Age.' The event will take place at the Istituto Marangoni's new campus, housed in the historic Palazzo Turati. Known for its sustainable ethos and quirky aesthetic, the brand has previously been on the periphery of the fashion world, opting for unconventional presentations. This return to a traditional runway format marks a significant step for the brand, which has been supported by the Camera Moda Fashion Trust grants and endorsed by Dover Street Market Paris. The show is inspired by a meme referencing Madonna's 'Ray of Light' era, reflecting a blend of nostalgia and a forward-looking perspective. The collection will feature
a mix of pop culture inspirations and the brand's signature whimsical style, with a focus on upcycling and ready-made experimentation.
Why It's Important?
The return of Lessico Familiare to the Milan Fashion Week runway highlights the resilience and adaptability of indie fashion brands in a challenging economic climate. By choosing to stage a traditional fashion show, the brand is making a statement about the importance of physical presence and direct engagement in the fashion industry, which is often dominated by digital and online platforms. This move could inspire other indie brands to explore similar avenues, emphasizing the value of in-person experiences in building brand identity and consumer relationships. Additionally, the brand's focus on sustainability and upcycling aligns with growing consumer demand for environmentally conscious fashion, potentially influencing industry trends and encouraging larger brands to adopt similar practices.
What's Next?
Following the show, Lessico Familiare plans to continue expanding its reach and influence in the fashion industry. The brand has already gained visibility through collaborations with Dover Street Market and retailers in Japan, and it aims to further share its unique fashion vocabulary with a broader audience. The funding received from the Camera Moda Fashion Trust grant will support these efforts, allowing the brand to host more events and engage with consumers directly. Additionally, the brand's interest in collaborating with the film industry suggests potential future projects that could further elevate its profile and introduce its designs to new audiences.
Beyond the Headlines
Lessico Familiare's approach to fashion, which emphasizes creativity and spontaneity over rigid objectives, challenges traditional industry norms. This philosophy allows the brand to remain flexible and responsive to changing trends and consumer preferences. By prioritizing artistic expression and collaboration, the brand fosters a sense of community and shared experience, which can be particularly appealing in an industry often characterized by competition and exclusivity. This approach not only differentiates Lessico Familiare from its peers but also positions it as a potential leader in a movement towards more inclusive and innovative fashion practices.
