Milan Fashion Week opens with winter sport shows, Italian menswear in crisis

Milan’s menswear fashion week opened Friday, January 17, with designer shows focused on winter and sport, as the sector faces a downturn in Italy. American designer Ralph Lauren returned to Milan after 24 years, presenting a collection inspired by American elegance and the upcoming Winter Olympics (February 6 in Milan-Cortina), with celebrities like Liam Hemsworth in attendance. Canadian brand Dsquared2 also showcased an army of holidaymakers in puffer jackets and huge parkas, with Canadian actor Hudson Williams opening the show. Other Alpine-themed events are planned from brands like EA7, K-Way, and Li-Ning ahead of the Games. The crisis in Italian menswear is tangible: turnover fell 2.1% in 2025 to €11.2 billion (about $13 billion), with exports down 2% and imports up 2.8%. While China’s demand has softened, the industry is targeting new markets like Mercosur, the Middle East, and India. On the show floor, Zegna’s Alessandro Sartori presented a collection rooted in tailoring and craftsmanship, seen as a positive trend. The highly anticipated Giorgio Armani show on Monday will be the first without its founder, who died last September; partner Leo Dell’Orco has promised ‘continuity, with bright touches.’ Prada and Dolce & Gabbana also show over the weekend. For buyers and industry watchers, is this return to basics a genuine revival strategy, or just a seasonal trend in a struggling sector?

SOURCE: https://www.channelstv.com/2026/01/17/milan-menswear-fashion-week-heads-to-the-slopes/