The Italian fashion capital came alive with Milan Fashion Week Spring/Summer 2025. Luxury heritage brands such as Prada, Fendi and Gucci once again presented collections that blended Italian sophistication with next-generation silhouettes. Bottega Venetta, Diesel and BOSS offered immersive runway experiences, perfectly reflecting the theme of their collections in the set designs of their showcases. Sportswear collaborations also returned, with The Attico teaming up with Nike and AVAVAV collaborating with adidas Originals. SUNNEI celebrated its 10th anniversary, commenting that the brand’s decade felt like a century, while GCDS conveyed a more sophisticated side with its collection “Flowers of The Concrete”.
Participants at this week’s event included familiar faces such as Emmy nominee Nava Mau, DeMure CEO Jules Lebron, Jacob Elordi, A$AP Rocky, Jack Harlow, James Blake and Nara Smith.
Read Hypebae’s roundup of Milan Fashion Week SS25, and in case you missed it, check out our highlights from London Fashion Week.
Most talked about shows: Diesel and Bottega Veneta
“Diesel is denim” blared from the speakers at the brand’s SS25 showcase. This message was woven into every detail of the event. The venue was filled with 14,800kg of denim offcuts, highlighting the beauty of “waste – damaged, destroyed” according to a press statement. These offcuts will be utilised and repurposed in upcoming Diesel collections, continuing the brand’s commitment to circularity and finding new ways to reuse materials. Glenn Martens returned to the collection with extra-long fringe, micro shorts, jersey tank tops and burnt cotton. In accessories, the “Play” bag was printed with an image of the collection’s bandanas, and the “TRASH-D” was also wrapped in a knotted bandana.
Bottega Veneta’s Spring/Summer ’25 collection was a spectacular show, attended by Jacob Elordi, A$AP Rocky, James Blake and friends of the brand. Guests sat on animal chairs and witnessed the best of Mathieu Blazy’s coming-of-age stories. The styling of the collection alluded to the excitement of childhood wearing one’s parents’ clothes. Oversized jackets, crinkled collared shirts and flannels presented the grunge side of the brand, mimicking the angst of youth, while leather denim, soft cotton tops and trench coats were combined as an ode to the adventures of everyday life. A key highlight of the collection were the headpieces, all made of leather.
Best Accessories: GCDS and Gucci
There is no such thing as understatement in the world of Giuliano Calza. This season, the GCDS creative director showed a more sophisticated approach to the brand, ditching its staple character for a more refined line of day-to-night pieces. Inspired by the beauty and strength of garden flowers, Calza paid playful homage to nature for SS25 with fluffy, grass-like bags and floral motifs. The highlight of the collection was a clear hardcase wallet with dried butterflies and praying mantises inside.
Gucci reimagined Jackie Kennedy-esque 60s glamour for its SS25 collection, embodied in accessories like floral silk headscarves, round sunglasses and gold armbands. Sabato de Sarno continued the 60s-inspired detailing with leather biker gloves in shades of maroon, black and white. Elsewhere, a homage to the brand’s classic “1974” bamboo handle bag was seen for the first time as an accessory.
Best Set Design: BOSS and The Attico
Attico’s set design was the most faithful expression of the show’s concept we saw at MFW. Having both experienced heartbreak at the same time, creative directors Giorgia Tordini and Gilda Ambrosio designed a collection based on the strength of fragility. “The Sound of Breaking Glass” was both the name of the collection and the sound show guests heard as they entered the venue. The building was a stark industrial building covered in windows, a nod to the contrast between fragility and darkness. Colorful chandeliers were suspended above the runway, and models walked in a state of whimsy and trance.
Expanding on its Autumn/Winter 2023 collection, CORPCORE, BOSS returned to the crossroads of business and nature with its SS25 collection, Out Off Office. The brand transformed Palazzo del Sanato into a secret garden oasis filled with lush greenery, flowers and grasses. The runway itself was made of reflective materials, making models, including Paloma Elsesser, appear to be walking on water. In the collection, dark trench coats, voluminous capri pants and smart dresses evoked the modern working woman, while soft cardigans and one-shoulder shawls emphasized freedom of movement.
Best Collaboration: AVAVAV and MM6 Maison Margiela
Beate Karlsson’s AVAVAV is one of the most anticipated brands at MFW, with many travelling to the final days of the fashion week circuit. Known for her quirky and satirical taste in fashion, Karlsson has unveiled a collaboration with adidas Originals this season across the majority of her clothing, accessories and shoes. Commenting that AVAVAV is far removed from sport, the creative director playfully focused on “low performance” as her approach to the collaboration. Standout pieces include upcycled adidas Superstar bags and bright red Tab-inspired mittens.
MM6 Maison Margiela’s SS25 collection featured plastic as a key material in a striking way, with plastic bags wrapped around shirts, dresses and socks, while Y2K was brought back with low-waisted skinny jeans, spaghetti strap tank tops and denim vests. The collection was rounded out with a collaboration with Dr. Martens, where the “1460” boot was brought back in a dry white paint effect.
Honorable Mentions: Roberto Cavalli, Sportmax, Jil Sander, Vivetta
In our humble opinion, Sportmax is one of the most under-the-radar brands on the MFW calendar: sexy, sophisticated, and oh-so-easy to wear, and one of our favorite looks from the collection was a teal and yellow two-piece set with draped sheer fringe.
Roberto Cavalli SS25 was a show that will go down in fashion history. The show was the first to showcase Roberto Cavalli since its founder’s sad passing in April this year. To celebrate his legacy and global impact on fashion design, the Italian brand presented seven archival pieces down the runway, worn by legendary muses such as Alek Wek, Karen Elson and Natasha Poly.
Jil Sander introduced a new futuristic touch to its offerings for its SS25 collection. Two-tone trench coats, shorts and vests stood out alongside photographic prints of retro cars, women’s faces and neon lights. Accessories ranged from bright yellow to jet black with silver studs, representing a next-generation approach to the feminine silhouette.
Vivetta’s SS25 collection was all about girlhood, featuring Barbie pink, pyjama-inspired cotton leotards and velvet bows on pointy ballet flats. The collection focused on pastels and florals and included soft, pillow-shaped lavender tops. Models were also seen walking alongside young girls in the showcase, celebrating the inner child in all of us.