Milan reaffirmed its role as the world’s fashion capital from the very first day of presentations for the SS/26 season. The atmosphere was electric, with a program that blended spectacular debuts, unconventional formats, and street style dictating just as much as the runway.

Gucci reopens the conversation: film instead of runway

In a bold move, Gucci chose to present its collection through a film directed by Spike Jonze and Halina Reijn, titled The Tiger. Cinematography replaced the catwalk, while stars such as Demi Moore and Edward Norton redefined the idea of a fashion show. At a time when the house has no official creative director, the decision was perceived as an act of artistic experimentation and a statement about the future of fashion presentations.

Diesel democratizes fashion through urban performance

Diesel surprised Milan with a street installation: models showcased in transparent capsules hidden across the city, as part of an “urban hunt” designed to bring fashion closer to the public. The concept turned the entire metropolis into an interactive stage, with spectators becoming active participants.

Street style: burgundy dominates, sportswear fades

Outside the shows, fashion moved to the streets. Burgundy tones became the favorites of the first day, statement accessories especially oversized bags drew attention, and a notable shift was the absence of sports shoes, replaced by more elegant silhouettes. Street style photography captured diversity, from clean minimalism to layered opulence.

Between heritage and experiment

While the tradition of the major houses continues to inspire through luxurious fabrics and impeccable tailoring, the new generation of designers brings an avant-garde spirit, focusing on hybrid forms and unconventional expressions. The first day confirmed that Milan doesn’t just display fashion it challenges the public to interpret it and live it.

This start of fashion week made it clear that SS/26 in Milan will be about dialogue: between past and future, between elite and audience, between fashion as product and fashion as experience.