Roundup: Milan Fashion Week flies into more modern, young generation by showcasing global emerging brands

Young designers from various countries gathered in Milan to present their innovative visions about today's fashion during the Milan Fashion Week, revealing a more modern and young image for the renowned fashion extravaganza.

The Milan women's fashion week running on Feb.22-27 has come to an end after more than 70 runway shows for the fall-winter 2017-2018.

Among them, emerging Chinese designer brands such as Annakiki, Angel Chen and more, bringing new energy and creativity to the international fashion platform.

"Now the fashion world is focusing on China, and the Chinese designers become more mature, especially in sense of vision and technology, I think this is a big chance to Chinese designers." said Yang Zi, the founder of Annakiki, told Xinhua after her first runway show in Milan fashion week.

"We are now preparing to enter the international market, and the first shop may open right here in Milan," she said.

While opening up to an increasing number of Asian designers to its official calendar, Milan fashion week has also started to transform its image as traditional and conservative fashion platform to be more attractive to young generation.

Since 2014, the National Chamber for Italian Fashion (CNMI), the organizer of Milan fashion week, launched Fashion Hub Market as the new project in support of emerging brands. By selecting 15 Italian and foreign brands to be part of Milan fashion week, the new platform offering high levels of visibility, networking and business opportunity for young talents around the world.

"It is my first time coming to Milan Fashion Week, which made me so excited," said Momo Wang, a Chinese designer. In 2014, she created her own womenswear brand "Museum of Friendship" in London. And now the brand has already opened over 10 stores in China within two years.

According to the designer, Museum of Friendship's design collects and reflects unforgettable memories, emotions and experiences that are exclusively shared between "girlfriends".

"I think the Milan fashion week attached much importance to cooperating with young designers, and the only thing we need to prepare to come here is our latest collection," said Momo Wang, noting the communication with young designers and potential buyers during Milan fashion week was also very fruitful.

For the Italian designer David Grillo, it was the second time that he showcased his designs in the fashion hub. He said the young designers have shown more contemporary standards with more commercial visions.

"My main inspiration for this season came from the under the water world. I imagined this world with hidden treasures, and hidden mythological creatures, like mermaids, the feminine figures." said Grillo, introducing his inspiration for the collection.

"A collection like this takes four or five months, there were lots of people that worked to the collection to make it become reality." he said.

Grillo also told Xinhua about his expectation to get into Chinese market. "I think China is a great market, especially for emerging designers, I think there are lots of possibilities." Endit