Sanremo fashion week

The fashion rate of the 73rd edition of the Sanremo music festival is growing by the hour, and the excitement in the city of flowers rises palpably. A number of publicists of major maisons arrived yesterday, although many flew to Los Angeles for the Grammy awards. Stylists, on the other hand, the true architects of the looks of singers, presenters, guests, and superguests, have been on the Riviera for almost a week.

Brands that matter as much as emerging stylist will battle for an audience of 16 million average viewers per evening on the stage of an increasingly style-conscious Ariston theater, in an event that takes the shape of a true fashion week. A Sanremo fashion week, in short, with a media impact value (Miv) on social media of 145 million dollars. The festival is ready to undermine the 156.3 million dollars recorded by the last edition of Milano moda donna on Instagram, Facebook, TikTok, and Twitter (see MFF of September 30, 2022).

Many brands have finally unveiled who they will be dressing on the first green carpet in last night’s event, which showed the designer looks of the 28 competitors. A green carpet, truth be told, made of real glass, followed by paparazzi, and started almost an hour later than the scheduled 7:30 pm. If everyone wants to know who will be dressing whom, spokesmen from some major maisons explained to MFF how, for artists who not under any contract, the labels chosen can change up to the last minute. Starting tonight, the Ariston will be the perfect runway. Throughout the festival, Amadeus will be supported by co-host Gianni Morandi, while women co-hosts will change every night: the opening and the closing nights have been entrusted to Chiara Ferragni.

«Excess» seems to be this year’s buzzword for the Riviera dei Fiori. And roman singer Elodie, who will take the Sanremo’s stage for the third time in her career with a song about the end of a love affair, is no exception. In recent days, the artist claimed the freedom of expressing herself through her body, pushing a lot on concepts and expressions. During an interview for a documentary, the roman singer reiterated her desire to be again a master of her physicality. In the meanwhile, we know for facts that Chiara Ferragni will sport outfits designed for her by Daniel Roseberry for Schiaparelli (a brand controlled by Diego Della Valle, ed.) and Maria Grazia Chiuri for Dior, while Gai Mattiolo will take care of host Amadeus with 20 tailored tuxedos (see MFF of February 1), four tuxedos per evening.

As for the first night’s superguests, Mahmood and Blanco, nothing is certain, although for the latter rumors has it that he will wear Dolce&Gabbana, as Paola&Chiara. For their comeback two years after their win with Zitti e buoni, Måneskin will wear Gucci. There are still few sketches in circulation so far, such as the one by Msgm for the young singer Gianmaria or by Jordanluca for Sethu, but the brands have yet to confirm. Moschino confirms that it will dress Rosa Chemical for the whole festival with tailored garments with a punk touch designed by creative director Jeremy Scott. Etro, Çanaku, Vivienne Westwood, Off-white and Missoni anticipated the name of the singers who they will be dressing, namely Levante, Olly, Coma_Cose, Madame, and Lazza. In particular, the latter will dress a series of custom made for him by creative director Filippo Grazioli and curated by stylist Simone Furlan, who will also take care of Mara Sattei’s look in a mix of Giorgio Armani dresses and special jewelry by Chopard.

Stylists (see article on page III) are definitely among the figures the fashion industry cultivates the most, with well-established names from Nick Cerioni to Lorenzo Posocco, from Susanna Ausoni to Silvia Ortombina, alias Tiny Idols, or the already mentioned Simone Furlan, from Giorgia Cantarini taking care of Coma_Cose in Vivienne Westwood’s looks to Fabio Maria D’Amato styling digital entrepreneur Chiara Ferragni. The countdown to the perfect catwalk, namely the Ariston theater, has begun. Tonight, we will finally know who will dress whom on the first night of this proper Sanremo fashion week. (all rights reserved)