Armani : Milan Comes First

Giorgio Armani  has called for leading Italian brands to host catwalk shows solely in Milan in an effort to re-establish the fashion capital. An initiative is currently in place helmed by Italy's fashion council, the Chamber of Fashion, with the aim of rejuvenating Milan Fashion Week.

So far, Armani has declined to join other high-profile figures such as Prada's Patrizio Bertelli and Tod's Chief Diego Della Valle in the official association - preferring to remain a non-member "for now". However, he has shown support for what he describes as a "good initiative" and maintained that he shares its goals - but clarified that all relevant Italian brands showing inside the capital ("a really important signal"), was a condition upon him joining.

"[In order for Milan to be] an important hub of international fashion, the most important names in the sector must maintain or [return]," he said. "I realise that this would mean for some brands to review their company policies and to also accept some compromises, the same compromises or sacrifices that I have made, so that the shows would last six days. In fact, I have always believed that it was important to avoid being conditioned or pressured from abroad in the organisation of our calendar."

The designer explained that, for many seasons now, he's strategically chosen to show his main collection on the last day of Milan Fashion Week, in order to persuade international press to stay until the end.

"Naturally, this has over time created different problems, such as, for example, in some cases, the absence of some of the most important journalists from my shows," he said.

The spring/summer 2013 season saw a clash between the four main international show capitals - culminating in New York and London agreeing to move their dates, in order to avoid running over into Milan's schedule.