B-ICONIC REVOLUTIONIZED MILAN FASHION WEEK
FASHION, MUSIC & LIFESTYLE AT MAGAZZINI GENERALI: AN EXTRAORDINARY SUCCESS
The project, sponsored by the City of Milan, featured key contributions from several institutions, including Mario Boselli (Honorary President of the Camera Nazionale della Moda Italiana), Alessia Cappello (Councilor for Economic Development and Labor Policies, City of Milan), Alberto Petranzan (President of FNAARC), Francesco Boggio Ferraris (Italia China Council Foundation), and Orieta Pellizari (International Strategic Advisor for Camera Moda). Conceived to celebrate a new generation of brands and contemporary lifestyle, the event was created by three visionary experts with a global network.
Giulio Di Sabato, a pioneer in international fashion distribution, founder of Sari Spazio Showroom, and president of Best Showroom, brought his strategic vision to the event. He is a Knight of the Order of Merit of the Italian Republic, former president of Assomoda, current Honorary President of Assotemporary, and Vice President of FNAARC Milano.
Simone Ruggeri, CEO of Milan-based agency Caremoli & Ruggeri, led the entire project’s production with his team. With international experience alongside brands such as Lamborghini, Coca-Cola, Luxottica, and Costa Cruises, Ruggeri currently serves as Fashion and Marketing AI Director for The Rob Rockefeller S.C., and curated B-ICONIC’s communication and marketing strategy.
Mitch Mihic, founder of Milk & Roses Fashion and expert in wholesale, sourcing, and global strategy, brought over 30 years of experience across Europe, North America, and Asia. He supported the emerging brands in product development and market entry strategies.
From left Giulio Di Sabato, Simone Ruggeri and Mitch Mihic
Thanks to the vision and experience of these three founders, B-ICONIC emerged not just as an event, but as a strategic plataform for visibility and growth for emerging designers—fostering new international business opportunities.
The event featured performances and hospitality by Jay Santos, who performed his latest hits, making the experience even more engaging and multisensory. A central highlight of B-ICONIC was also the “Freedom of Moving” project with Dario Rolfi—an initiative that used fashion and art as tools for social inclusion and awareness, breaking cultural and physical barriers while promoting a powerful message of acceptance and equality.
A new generation of designers from all over the world took to the runway. From China, Kang Heming showcased his unique fusion of illustration, street culture, and Eastern aesthetics in hand- painted garments—true wearable works of art. Alongside him, Li Yuntao, known for costume design in films, TV series, music videos, theater, and red-carpet events. Also from China, Warrior 1927 presented footwear inspired by New Chinese Sportswear, and La Chapelle unveiled its sustainable and unconventional fashion proposals.
B-ICONIC_La Chapelle
B-ICONIC_Warrior 1927
B-ICONIC_Diamond Luisand
From Colombia, Laura Escobar brought her luxury brand Lediel to Milan—already featured in Vogue and previously shown at Paris Fashion Week. The runway also featured ONESOPHIE from Milan, with every piece hand-embroidered by Italian artisans, and Par.Lune from South Korea, blending oriental atmospheres into genderless garments.
B-ICONIC_Diamond Luisand
Other notable participants included Diamond Luisand, an artist and designer known for his fully vegan “fashion theater” certified by PETA, and Keep Out, an Italian jewelry and accessories brand founded by Stefania Gagliardone, which reimagines the traditional thimble into elegant good-luck charms inspired by South American traditions. Also featured: Parasuco, the historic denim brand founded by Salvatore Parasuco in Montreal. With over 50 years in the industry, the brand is renowned for innovation in denim treatments and finishes, having dressed celebrities such as J Lo, Justin Timberlake, and Beyoncé.
B-ICONIC_from left Lediel and ONESOPHIE
B-ICONIC_from left Lediel and ONESOPHIE
A special award was presented during the event to Ludmilla Voronkina Bozzeti, who received the B-ICONIC Award, recognizing the strength and sensitivity of the female perspective in contemporary art.
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