Fashion & Design in the Name of Storytelling

Milan shines in a special light these days. Milan Design Week 2024 and its constellation of events transform the city into an exclusive crossroads between design and fashion with a series of openings, vernissages and limited edition launches that tell of the profound assonances that link these two dimensions.

Between Salone and Fuorisalone 2024, the urban fabric becomes a creative showcase that stimulates the senses and showcases the more artistic side of the big brands: from Giorgio Armani ‘s travel-inspired home collection to the immersion in nature in the ‘Oasi Zegna‘, from Greene’s pop sculptures in the Balenciaga showroom to the vintage charisma of the new Etro collections, from Loewe‘s eclectic lamps to Prada ‘s conceptual evolution of the domestic environment , the game of contaminations envelops the entire city and prompts new reflections on the power of storytelling which, also in this context, transforms exhibitions into engaging and valuable experiences.

Stylists and designers have the opportunity to convey their message and increase their brand awareness through the design of spaces, the use of materials, the selection of colours and even the choice of music and fragrances. And then there are the words that allow the communicative and inspirational potential of each project to be powerfully unleashed.

We need only think of the naming of products, installations and collections, thearchitecture of the texts that guide the public through the exhibition spaces, the pre- and post-event promotional materials, to understand how copywriting is a catalyst that fuels the effectiveness of a project and how a well-crafted story can create a longer-lasting emotional bridge between us and what we are enjoying.

Because, after all, a fulfilling and memorable experience is born from visual suggestions that shape emotions, creating that common thread that makes us feel part of something bigger.