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Explore the luxury brands’ purpose of hosting events aligning with their identities during Milan Design Week 2025.
Fashion brands have long used runway shows to express their identities through seasonal collections. Back then the catwalks set the tone for a season and defined what a brand stood for. However as the industry evolved, so did the ways in which brands chose to express themselves. We’re seeing labels open cafés, pop-up galleries, and immersive installations that blur the line between lifestyle and luxury.
Koktail examines how each brand uses these moments as a canvas to connect, express, and reimagine their identity in the world of fashion and culture – this time, through the lens of the events in Milan.
Milan Design Week: A Showcase of Sculpted Identities
Fashion brands have been engaging with Milan Design Week since the 1960s, when Milan was solidifying its status as a global fashion capital. Today, the city continues to embrace its role as a space for creativity.
From 9-13 April high-end brands joined Milan Design Week with their installations in various different themes. Here’s a look at some of those brands.
Saint Laurent – Charlotte Perriand
Saint Laurent presented four furniture pieces by 20th-century designer Charlotte Perriand, reproduced as full-scale editions from her original 1943–1967 prototypes and sketches for the first time under the direction of Anthony Vaccarello, Saint Laurent’s creative director. A standout piece in the collection was La Banquette de la Résidence de l’Ambassadeur du Japon à Paris – originally designed for the Japanese ambassador’s residence in Paris. Now reissued in limited quantities, the design features rosewood, cane and Thai silk by Jim Thompson.
Charlotte Perriand’s link to the house dates back to Yves Saint Laurent, who was an admirer and collector of her creations. The installation serves as a tribute to both the brand’s visionary founders and its core identity, with a space that feels raw, strong, and sharply defined – echoing the essence of Saint Laurent itself.
Gucci Bamboo Encounters
Gucci picked bamboo to showcase at the event with a collection of bamboo-inspired creations, each designed by international talents invited to push the boundaries of the material. It is a material that Gucci began using in the mid-1940s, when the fashion house introduced this as an element in its handbag designs. This innovative move led to the debut of the iconic Gucci Bamboo 1947, marking a defining moment in the brand’s heritage. Through this approach, it’s clear that Gucci used the exhibition to express and elevate its identity in a contemporary cultural context, inviting people to explore the brand through a more creative lens that connects heritage with innovation.
Loewe Teapots
As Jonathan Anderson prepares for his next chapter at Dior, he presented an exhibition that explores the ritual of tea. Bringing together 25 acclaimed artists, designers and architects, the project invites each to reinterpret the vessel – a symbol of both function and form – through their own creative vision. The teapots come in a variety of forms and shapes, reflecting how Loewe’s playful and whimsical design sensibility is woven into each piece. All reflect Loewe’s deep-rooted appreciation for craftsmanship and cultural storytelling.
Prada Frames
Curated by the design and research studio Formafantasma, established in 2009 by Andrea Trimarchi and Simone Farresin, the Prada Frames programme explores the intersection of design, ecology and society. This year Prada hosted a symposium under the theme of transit, exploring the infrastructures that shape our everyday lives. The event took place in two settings: the Padiglione Reale, a former royal waiting room at Milano Centrale once reserved for the Italian monarchy, and the Arlecchino train, a sleek 1950s design by Gio Ponti restored by Fondazione FS Italiane in 2020. The event offers a lens through which to explore how systems shape both the physical and conceptual journeys of culture and sustainability.
Miu Miu Literacy Club: Writing Life
A two-day gathering celebrated the literary legacies of Sibilla Aleramo and Alba De Céspedes, framed by a series of talks, live performances and cultural programming. Miu Miu Literary Club: Writing Life is part of the brand’s continued efforts to support cultural conversations, with a focus on history, education, and the experiences that shape women’s lives – themes that remain closely connected to Miu Miu’s identity. The event reflected Miu Miu’s continued interest in supporting thoughtful conversations and creative exchange. It’s also a more considered way of building brand awareness – one that goes beyond fashion to reflect the values and ideas that connect with its audience.
Launched in 1993 by Miuccia Prada as a womenswear line, Miu Miu is known for its playful spirit and thoughtful take on femininity. With a vision rooted in individuality, cultural engagement and youthful energy, the brand continues to create space for fashion to meet wider conversations around identity, creativity and expression.
Beyond the Product
These events offer a different kind of experience compared to high-end brand café trends or fashion shows – one that leans into a more abstract, artistic approach. Rather than focusing on consumption or creating Instagrammable moments, these exhibitions encourage visitors to slow down and engage with the brand’s identity through art, design and storytelling – all without showcasing any of its actual products. Brands are finding new ways to express their identity through physical spaces that create meaningful connections with their audience.
This exhibition-based strategy has also begun to surface in parts of Asia, including Thailand, with spaces like Dior’s Gold House and LV the Place in Bangkok, though these still focus on showcasing products. It’s possible that this more narrative-driven approach may soon gain wider recognition across Asia.
