Milan Fashion Week AW25

MILAN AW25
*Runways Framed, Streets Unfiltered

written CHIDOZIE OBASI

In times where society’s downturns are increasingly commonplace, fashion's mission is to exude a profound sense of societal relevance that can create both desire and intent: a purpose to set alight its deep connotation beyond mere conventions.

The Milan shows have proven to stick to a traditional code of conduct: a free of fuss aesthetic, teamed with pared-back, minimalist lines prevail over its British and American counterparts, where everything is blown to the max. The Milan shows, after all, wholly reflect the DNA of century-old traditions, and it's no surprise that the people of the city share that very sentiment. Gucci went back to its roots and archive for Fall 2025, as the house's founder Sabato De Sarno announced his departure earlier in February. This season, the lineup featured a lean towards a new colourway (dark, forest green) and a shift from its red (rosso ancora, as the house used to name it), bringing a newfound sense of femininity and glamour to the apparel.

MFW FW25
during PRADA

MFW FW25

MFW FW25
ICEBERG Show

MFW FW25
during ETRO

MFW FW25
during VIVETTA

Now, speaking of Iceberg, the brand seemed to be eschewing all manners of fuss and grounding to a linear approach and take of tailoring: tones are subdued, maxi logos are a far cry from the visual language and the pared-back appeal seems to be winning the race. On similar territory, Fendi celebrated its centenary this Fall with a collection that harked back to Silvia Venturini Fendi's memories and Karl: the collection renewed its affection for the house's classics, bringing forth a slew of timeless pieces that had sleek silhouettes, embellished details and a sinuous touch overall. Jil Sander, Prada, Moschino and Moschino offered levity and a dash of irreverence to the modern woman. Diesel offered tons of playfulness while Etro, D&G's runway had upbeat tempo ('cool girls', strutted both inside and outside the venue), and Vivetta continued its design path.

MFW FW25
during DIESEL

MFW FW25
during GUCCI

MFW FW25
during MOSCHINO

MFW FW25
during DOLCE & GABBANA

MFW FW25

all visuals

production  ONE.FASHION.AGENCY
art-director Mariia Nikiforova 
project manager Viacheslav Nikiforov
seen by Vitalii Verkhoturov

GUCCI Spring 2025

GUCCI’s Cinematic Call to Emotion
* Where Light Finds Us

written AMANDA MORTENSON

GUCCI projects intensity and emotion. Spring 2025’s campaign, “Where Light Finds Us,” seen and directed by Xavier Dolan, pulses with raw tension and vulnerability. The actors Yara Shahidi and George MacKay anchor the scenes as glowing portraits of intimacy, caught in fleeting, luminous moments.

This isn’t a linear story. Instead, light takes on a transformative role, spilling through windows, cutting across walls, and touching brief, unspoken connections. Dolan’s lens captures moments of fleeting beauty, weaving shadows and light into a poetic visual experience.

GUCCI Spring 2025 Campaign
George MacKay

Gucci’s creative director, Sabato De Sarno, introduces a collection that moves fluidly between timelessness and modernity. Silhouettes include relaxed suiting and ethereal dresses that seem to float, creating a collection that refuses categorization. The iconic Bamboo 1947 bag reappears, embodying a sense of enduring elegance and thoughtful design. Every detail—from fabrics to stitching—is imbued with a quiet intensity, ready to resonate deeply.

Color choices feel deliberate, with soft blues and creams balanced by moments of vibrant citron and crimson. This intentional palette injects energy and emotional depth into the collection, offering a dynamic interplay of moods.

The campaign’s imagery thrives on ambiguity. Dolan’s still frames explore emotions through gestures and glances: hands brushing over fabric, light tracing a silhouette, or a gaze that holds untold stories. The camera lingers, urging viewers to delve deeper into its layers of meaning.

“Where Light Finds Us” challenges conventions and embraces an intimate, reflective tone. It invites the audience to sit with its layered beauty and absorb its quiet, human depth. Gucci’s Spring 2025 campaign transcends fashion, presenting a vision of raw emotion and light’s ability to reveal truth.

watch campaign film
GUCCI Spring 2025

campaign credits

GUCCI creative director SABATO DE SARNO
art director RICCARDO ZANOLA
seen + directed XAVIER DOLAN
models YARA SHAHIDI + GEORGE MACKAY
stylist FRANCESCA BURNS
hair JAWARA
makeup AARON DE MEY

GUCCI Spring 2025 Campaign
George MacKay