A new injection of energy came to Milan Fashion Week Men’s this season thanks to something of a British invasion: Martine Rose, who is largely inspired by underground subcultures in her idiosyncratic menswear collections, made her debut week on Sunday afternoon (16 June 2024), while heritage house Dunhill also joined the Milan schedule, seeing Simon Holloway present a collection he described as ‘radically classic’. Elsewhere, London-based label JW Anderson continued to show its menswear collections in the city, this season creating a collection titled ’Real Sleep’ inspired by the slumber state of hypnotherapy.
Other talking points of the weekend included Sabato De Sarno’s sophomore menswear collection for Gucci, which this season shifted to Monday morning (17 June 2024) and took place at Triennale Milano, the design gallery first constructed in the 1930s (it continued De Sarno’s desire to foster a link with the arts, having shown his Cruise 2025 collection at London’s Tate Modern last month). Prada, meanwhile, took over the timeline with a typically transporting set created alongside OMA/AMO – this time, a ‘fairytale ravescape’ featuring a cabin on stilts that had been erected in the Fondazione Prada space – backdropping what was one of the season’s defining collections.
