DON'T expect Miu Miu to return to the Milan Fashion Week schedule any time soon. The Italian brand has been a regular fixture at Paris Fashion Week since 2006 - and Miuccia Prada intends for it to stay that way.
Leading Italian brands have been under pressure recently to show in the country's fashion capital ( not least from Giorgio Armani), in order to try and revitalise Milan Fashion Week. But while Prada shows in Milan, sister label Miu Miu doesn't - and according to Prada Group CEO Patrizio Bertelli, that's due to timing.
"Miuccia is in the studio day in and day out and into the night. She creates the shows and follows every aspect, it is materially impossible to create two shows a couple of days apart," he said. "It there were another show a week later - she'd go there!"
The designer herself supported his statement: "It's the way we work, it's impossible. Nobody does it," she said.
Italy's fashion council, the Chamber of Fashion, has recruited a team of high-profile names in a campaign to rejuvenate Milan Fashion Week - including Bertelli, as well as Tod's chief Diego Della Valle, Angela Missoni, Valentino CEO Stefano Sassi, Gucci chairman and CEO Patrizio di Marco, OTB boss Renzo Rosso and designer Silvia Venturini Fendi.
"I look to the future. I was obliged to take part [in the new Chamber projects], the Camera has worked well and Valentino and Renzo Rosso's brands don't show in Milan, either," Bertelli told WWD. "One must not be rigid, but have an expanded vision of things."
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