Brioni Says Goodbye Milan Men’s Wear, Hello Couture

by MR Magazine Staff

Another brand is abandoning the traditional fashion show calendar. On Friday Brioni, the Italian luxury tailor, announced it would hold its next show — the first by its new creative director, Justin O’Shea — on July 4 in Paris during the women’s couture season, dumping its usual June Milan men’s wear slot.

Brioni is the third label owned by the Kering Group to reveal that it will no longer be playing by the old calendar rules. In April, Gucci said that in 2017, it would unite its men’s and women’s collections in a single show, most likely during the women’s wear season, and earlier this week, Bottega Veneta said it would hold a joint show this September in honor of its 50th birthday. Read more at The New York Times.