Fashion

Debuts, Diesel and Distinctive Dressing: Your Definitive Recap of MFW SS24

Featuring new faces on the catwalk, rave runways and trends to track this Spring/Summer season.

46,946 Hypes

Debuts, Diesel and Distinctive Dressing: Your Definitive Recap of MFW SS24

Featuring new faces on the catwalk, rave runways and trends to track this Spring/Summer season.

Milan Fashion Week’s renaissance is in full motion bringing heritage players and emerging designers alike to the Spring/Summer 2024 spectacle. This season, Italy’s fashion capital housed a collection of creative director debuts from Gucci to Bally while Francesca Murri made presented her first collection as creative director of Fiorucci. Prada and Bottega Venetta delivered elevated, quiet luxury with a focus on global craftsmanship while SUNNEI and AVAVAV focused on immersive concepts involving stress and judgment.

Elsewhere, brands brought Milanese fashion communities into the mix from Diesel‘s open-to-the-public rave to The Attico‘s runway on a neighborhood block. New faces also hit the runway including Natalia Bryant for Versace and Sabrina Bahsoon‘s attendance at BOSS. If you’re lucky, you might have caught glimpses of Rosalía, Erykah Badu and Lori Harvey making the city streets their catwalk.

Read on for Hypebae’s recap of Milan Fashion Week SS24 and in case you missed it, check out our London Fashion Week highlights.

Diesel Welcomed 7,000 Guests to Its Rainy Rave

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
Glenn Martens is not one to shy away from a party. Since his entry to the brand, the creative director has been throwing larger than life fashion week presentations that are open to the public and oozing in dopamine. Following the success of its Fall/Winter 2023 showcase which saw models strut around a mountain of Durex x Diesel condoms, SS24 went big, and went home – very late.

On the rainiest night of MFW, Diesel’s eight hour party started with a star studded runway presentation. The collection consisted of new iterations of the 1DR bag, shredded double denim and the resurgence of its now polarizing, chrome beauty looks. It’s safe to say we are, well and truly, “Under the influence of D.”

Cormio Took a Stance for Women Worldwide

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
Born in 2019, Cormio blends blokecore and grunge to envision the next-gen uniform of empowered women. At the helm is Jezabelle Cormio whose distinct voice for rebellion and autonomy sheds light on themes of motherhood, pay gaps and the male gaze in her SS24 showcase. Cormio lays down the facts in the show notes: “Women make up more than 70% of the total workforce in the fashion industry, but they hold less than 25% of leadership positions in top fashion companies.”

As for the collection, standout items include the return of the football purse in a variety of vibrant colorways as well as the brand’s first UGG collaboration. Lace and strings make a recurring appearance on pants and skirts while muted legwarmers give the looks a mix-and-match appeal. Bikinis and boxers were also introduced as garments to be layered, not hidden.

Simone Bellotti Made His Debut at Bally

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
Replacing Rhuigi Villaseñor as Creative Director, Simone Bellotti entered the Bally chat for his first showcase – marking the second debut for the brand in the past year. With previous roles ranging from Bottega Veneta to Dolce & Gabbana, Bellotti comes to Bally with rich experience in craft and reinventing the wheel for luxury players.

For his SS24 collection, the Italian designer focused on pale blues and navy pairings, for the quiet luxury type. Sheer was used in both mens and womens looks while the single graphic print of the collection was a dreamy, strawberry glazed graphic.

Han Kjøbenhavn Collaborated With Sex Toy Brand, Sinful

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
Set in front of the city’s famous Duomo, Han Kjøbenhavn presented its co-ed SS24 pret-á-portier collection with a neoclassical touch. Mirroring the shapes in its surrounding, the brand revived it’s structural garments using futuristic frameworks and metals. In true Han Kjøbenhavn style, models were drapped in beautifully crafted armor including chunky leather boots with metal spikes and exaggerated shoulder extensions.

The team collaborated with Sinful to launch a series of erotic accessories. A standout piece from the partnership included Sinful’s Tongue toy which transformed into a flared mesh dress. Founder of Sinful Mathilde Machowski shared in the show notes: “Fashion and pleasure are totally connected. It’s all about exploring and being playful.”

Stress and Judgment Were Top of Mind

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
Concepts of collections are a tool for open dialogue surrounding the current landscape of the fashion industry. When done right, they can change brand perception and position fashion products more aptly in the now. With the cost of living crisis, constant content clutter online and rising pressure for emerging brands to find a path between the two, AVAVAV and SUNNEI separately sold these dichotomies in their SS24 offerings. Both labels always make an impression on the MFW circuit with their fresh storytelling and immersive audience participation and this season was no different.

Stockholm-based brand AVAVAV’s “Stress”collection showcased models angrily running down the catwalk in garments with statements including “ADD SHAPE” and “NO TIME TO DESIGN.” SUNNEI’s approach allowed audience members to judge the collection in real time with numbered paddles. While distinct, AVAVAV and SUNNEI presented a refreshing, behind-the-scenes look at what it means to design today.

MM6 Maison Margiela Spoke Body Language

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci MM6 Maison Margiela experimented with non verbal gestures that define clothing through tilted body postures and an emphasis on the hand. The SS24 collection used its garments as a communication tool, both literally and figuratively, with aprons printed with “Allongè” and “Satinè” to describe each piece. Brand staples such as the lab coat and butcher apron were additionally reinterpreted with pockets, slips, ribbons and ties. Plunging V necklines and tall sleeveless coats pushed this concept further by playing with new silhouette proportions.

Working with your hands was explored in the craftsmanship of the accessories and footwear. Round toe boots mirrored that of kitchen safety footwear while a new iteration of its Mary Jane Salomon collaboration offered comfortability in style.

Sabato De Sarno Set A New Standard for Gucci

Milan Fashion Week, SS24, Trends, Runway, Shows, Diesel, Sunnei, MM6, Bally, Gucci
MFW SS24 marked a new era for Gucci led by Sabato De Sarno. Attended by the likes of Ryan Gosling and Kendall Jenner, the showcase revealed a blending of styles including classic blazers, bedazzled dresses, wide leg jeans and neon trench coats. Celebrating life’s simple pleasures, the collection reinterpreted the classic white T-shirt and monochromatic hoodie with debossed Gucci lettering. As the industry becomes more logo-less each season, Gucci is firmly cemented in communicating it’s brand heritage through its globally sough-after GG staples.

Read Full Article
Text By
Share this article

What to Read Next

AVAVAV Said Stressed and Half-Dressed for SS24
Fashion

AVAVAV Said Stressed and Half-Dressed for SS24

The viral Milan Fashion Week show returns.
13,207 Hypes

Diesel Gets Wet and Wild for SS24
Fashion

Diesel Gets Wet and Wild for SS24

“Every day should be a party.”
21,531 Hypes

Mia Khalifa, MAINS and Mowalola: Your Definitive Recap of LFW SS24
Fashion

Mia Khalifa, MAINS and Mowalola: Your Definitive Recap of LFW SS24

Featuring controversial showcases, runway debuts and the ultimate food x fashion crossovers.
3,163 Hypes


SUNNEI SS24 Lets You Be the Judge
Fashion

SUNNEI SS24 Lets You Be the Judge

Our rating? 10/10
12,023 Hypes

Getty Launches New AI-Generated Platform
Culture

Getty Launches New AI-Generated Platform

Only providing images sourced with consent.
1,420 Hypes

Audio Porn Enters the World of AI
Sex & Dating

Audio Porn Enters the World of AI

BLOOM makes history as the first audio erotica platform to tap AI.
9,028 Hypes

Take an Official Look at the Air Jordan 1 Low OG "University Red"
Footwear

Take an Official Look at the Air Jordan 1 Low OG "University Red"

Hitting shelves on October 13.
1,365 Hypes

Victoria Beckham Poised To Drop "Autobiographical" Fragrances Inspired by Her Family
Beauty

Victoria Beckham Poised To Drop "Autobiographical" Fragrances Inspired by Her Family

Featuring three in-house, unisex scents.
1,168 Hypes

Rare Supreme x Nike SB Dunk High Samples Are up for Auction at JOOPITER
Footwear

Rare Supreme x Nike SB Dunk High Samples Are up for Auction at JOOPITER

For the sneaker heads with deep pockets.
834 Hypes

'Good Luck Chuck' Actor Sparks Age Gap Dating Debate
Sex & Dating

'Good Luck Chuck' Actor Sparks Age Gap Dating Debate

Amidst his wedding announcement, fans became skeptical about the relationship timeline.
1,317 Hypes

Butt-Length XXL Hair Is the Celeb-Approved Trend That Has Our Full Attention for Fall
Beauty

Butt-Length XXL Hair Is the Celeb-Approved Trend That Has Our Full Attention for Fall

From Megan Thee Stallion to Kylie Kardashian, the category is: Long hair, don’t care.
1,302 Hypes

Keke Palmer Takes a “Page Out of Beyoncé’s Book” of Love
Sex & Dating

Keke Palmer Takes a “Page Out of Beyoncé’s Book” of Love

In a new interview with the ‘TODAY’ show, Palmer sets the record straight on Darius Jackson.
7,153 Hypes

Elevate Your Sexual Wellness with The Oh Collective x Patta Experience
Sex & Dating

Elevate Your Sexual Wellness with The Oh Collective x Patta Experience

“It transcends fashion. It’s about inclusivity, diversity and giving voice to important conversations.”
6,497 Hypes

Bows Are Back, Baby — The Runways Have Spoken
Fashion

Bows Are Back, Baby — The Runways Have Spoken

Courtesy of Sinead Gorey, Simone Rocha and Romina Montserrat.
47,945 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.