Fashion shows have long showcased collections in diverse venues, from the bustling Spring Studios in New York to UNESCO Heritage Sites like Italy’s Castel del Monte. The location often enhances the allure of the event, with brands featuring their designs at iconic places like the Louvre and Piazza Affari.
German designer Philipp Plein chose a particularly significant venue for his Spring 2025 collection debut in Milan: The Plein Hotel, his upcoming luxury hospitality project. Set to open in November, the hotel features 20 rooms and four restaurants within the historic Krizia headquarters. Until its official launch, Plein plans to host various events and activations in the space.
The runway collection displayed a wide range of styles, including torn jeans and leather jackets for both men and women, with a notable focus on tailoring. Plein emphasized this trend as a vital aspect of his brand’s future. “Tailoring is making a huge comeback,” he remarked, pointing to the resurgence of red carpet events and glamorous gatherings worldwide. “We’ve dedicated a significant part of our business to tailoring, particularly in men’s dinner jackets and tuxedos. Our perspective in the market is unique and strong.”
Beyond fashion, Plein is expanding his portfolio with plans to launch 25 restaurants over the next two years, marking his first foray into hospitality. The intersection of luxury fashion and hospitality is not new; LVMH, for instance, operates a division dedicated to hotels and restaurants, with CEO Bernard Arnault pursuing acquisitions of notable venues.
For Plein, hosting the fashion show at his hotel was an invaluable opportunity. “It was an amazing experience to host the show inside our property,” he stated. “We love creating worlds within our brand, and having this property allows us to host cocktail parties, VIP events, and fashion shows, providing a more intimate experience while maintaining our consistent brand image.”
Milan to Tokyo: A Global Perspective on Luxury
As European luxury brands highlight their craftsmanship, many, like Venetian leather goods brand Serapian, are eager to collaborate with artisans and explore business opportunities in the Asian market. Serapian showcased its Spring 2025 collection in a setting designed by Venetian artist Lorenzo Vitturi, centered on the theme “Merging Islands,” blending Venetian heritage with insights from its Tokyo boutique.
Serapian CEO Maxime Bohé noted a shared commitment to “design, craftsmanship, and perfection” among Japanese consumers, who favor discreet luxury and bespoke pieces. Other Italian luxury brands have reported substantial revenue growth from Asia, with Prada citing a double-digit sales increase for Miu Miu in the first half of the year.
Bohé believes Asia, particularly Japan, is a hub for design innovation. “Tokyo is becoming a true laboratory for creativity and experiential stores,” he said, emphasizing that the city offers an unparalleled level of service, which is vital for a brand like Serapian.
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