Why the fashion industry is hoping for a reboot in Milan

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Wed, February 25, 2026 at 3:25 AM GMT+9

STORY: :: BalenciagaFrom Demna’s first runway show for Gucci to Maria Grazia Chiuri’s initial collection at Fendi, Milan Fashion Week is setting the stage for a slate of creative director debuts.And it also comes at a crunch time for the fashion industry.“This edition is important because this luxury sector’s been struggling for a while now - one year, one year and up - sales have dropped.”:: Balenciaga Reuters correspondent Elisa Anzolin said company results have shown some timid signs of recovery for the sector after a prolonged downturn.“In the post-COVID era. We’ve seen like a strong increase in prices in the fashion industry, and this led to a kind of detach with customers. I mean, the increase has been perceived as unjustified by many customers.”:: FendiAnzolin added that there has been a switch in where shoppers allocate their money - often turning to experiences over luxury items.Fashion houses now hope to win customers back.:: GucciIndustry watchers expect bold creations in the Milan autumn/winter collections as new designers seek to stamp their mark.:: Balenciaga One of the most closely watched will be Georgian designer Demna, who spent a decade at Balenciaga.He was hired in July to reinvigorate Gucci after sales at the Italian fashion house fell 22% last year.:: GucciDesigners across luxury fashion face mounting pressure to deliver fresh visions while keeping a tight focus on sales.:: FileChiuri’s first collection for LVMH’s Fendi on Wednesday is expected to draw close scrutiny.Milan Fashion Week will also feature shows by Dolce & Gabbana, Giorgio Armani, Ferragamo and Tod’s.

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