Industry Leaders Share Perspectives at Milan Fashion Week Men’s Celebration

In celebration of Milan Fashion Week Men’s, The Business of Fashion, together with Amazon Fashion, hosted an intimate cocktail event in the city’s Sant’Ambrogio area.

Held at Bocci Milan and co-hosted by BoF’s founder and CEO Imran Amed, and vice president of Amazon Fashion Europe, Ruth Díaz, the event was attended by a roster of executives, creative directors, designers and entrepreneurs from across Italy’s fashion capital.

“This evening marks an exciting time for fashion at Amazon. We’re delighted to have been able to bring together some of Milan’s most influential fashion leaders because we believe in creating meaningful dialogue as we work on expanding our own luxury offering,” said Ruth Díaz, in conversation with BoF.

“The European luxury market is the heartbeat of global fashion. Our focus here reflects our commitment to creating an elevated shopping experience and offering an exceptional fashion selection for all customers on Amazon,” she added. “We see an exciting opportunity to blend Europe’s unparalleled luxury heritage with our technology, innovation and global reach”.

Throughout the evening, attendees were invited to share their thoughts on the unique cultural perspective that Milan offers the global luxury industry — and the biggest opportunities for the sector in 2025.

Below, BoF shares condensed insights from the evening.

Carlo Capasa, President & CEO, Camera Nazionale della Moda

‘We need to make sure that price increases are invested back into the product, and connect price back to the integrity of what we’re selling’

“In Milan we have this great link between industry and creation, allowing us to place heightened focus on products. There’s an inherent functionality to that, and a respect for both the creative and industrial processes that run through the industry and the attention to detail that comes with that. That doesn’t mean that we do it perfectly, but the tendency is to try to build on those values and the value of the product. In Milan, the product is the people — the artisans — that make up the fashion industry.

“Of course, there are big shifts that will impact luxury this year. The slowdown in China, for instance, will impact the market and the confidence of those shoppers, and big questions around price are front of mind for brands.

“We need to make sure that price increases are being invested back into the product, and connect price back to the integrity of what we’re selling. That comes with recentring our businesses on the fundamentals, and saving money on other activities.

“While we always need the fashion industry to have new stories, new ideas and new perspectives, we have to respect the quality and heritage upon which the industry is built. Fashion businesses today should reflect that value system.”

Robert Triefus, CEO, Stone Island

‘The big opportunity lies in a re-establishment of trust with the customer, which needs to be nurtured.’

“Increasingly, Milan offers a cultural intersection that is unlike other markets. While ‘Made in Italy’ has a particularly strong heritage, and Milan itself is a key fashion capital, the city’s strength in both art and design is taking on even greater relevance in the fashion space and is driving cross-cultural collaboration.

“However, the big opportunity lies in a re-establishment of trust with the customer and that element of the relationship, based on the value proposition, needs to be nurtured. This isn’t just about price, this is about experience and quality — it’s something everyone in the industry is paying particular attention to.

“At Stone Island, we’re a brand that was founded on products — and the quality, experience and functionality of those products. We continue to work around and build on that proposition and I anticipate it to be a key focus for the sector.”

Satoshi Kuwata, Founder & Creative Director, Setchu

‘If you overspend on marketing, how might that impact quality or value? Prioritise materials to give your brand the strongest foundations’

“Milan is all about ease — the ease of life, of beauty and balance. It’s something you can see in the way garments are made here — right down to the fabrics and functionality of the product. Even when you go to the factories, you’ll find that the makers don’t want to be told exactly what to do — you will need to respect the easing of boundaries and give them the freedom to create on their terms. Milan has taught me that ease is key — it’s a mantra that cannot be achieved in mass production — it really needs to be done by hand.

“If I see too many advertisements from brands as I travel around different cities, I always assume that most of what is paid for those products is going on this major advertising spend and selling more. At Setchu, we don’t do that, nor do we do crazy large-scale events. Rather, we just think about how to make a garment as affordable as possible without compromising on the quality. This means that brand awareness isn’t high just yet, but I’m prepared for it to take time.

“If you overspend on marketing, how might that impact quality or value? Investment in classic, timeless pieces that prioritise materials will give your brand the strongest foundations. This is how I believe fashion can truly be art — it’s made, in this way, for everyone.”

Stacie Henderson, Chief Marketing Officer, Tod’s

‘Brands often forget about the returning customers and their lifetime value’

“I think Milan has always been super elegant and creative — that Italian elegance is threaded through all the collections, and it’s a powerful narrative.

“However, there are big questions around how we nurture customers today. If you think about a traditional marketing funnel, with upper, middle and lower value customers, brands often forget about a fourth funnel — the returning customers and their lifetime value. Amassing those customers and ensuring they love your brand is a significant opportunity in the year ahead.

“Additionally — leveraging the brand for commercial gains. Those brand stories are so important for acquisition – knowing who you are and having that central to your marketing narrative will foster that loyalty and retention.”

Martina Mondadori, Founder & Editor in Chief, Cabana Magazine

‘Customers need to see real quality and value to understand the worth of products. How do we show them our dedication?’

“I think the one thing that makes Milan unique as a city is its combination of being equal parts a village and a super cosmopolitan place. It’s able to retain that intimacy — its strength is in part because everything is nearby and within reach. It gives the city a real familiarity wherever you go, which I think is always a trigger for creativity.

“The great opportunity for luxury in the year ahead is honesty — really demonstrating to consumers the craftsmanship, the storytelling and the authenticity of it all. In recent years, big price increases have brought about imbalance in the industry. Ultimately, customers are savvy, and they need to see real quality and value to understand the worth of products and the relationship between quality and pricing. How do we show them our dedication?”

Nadia Khan, Chief Executive Officer, Willy Chavarria

‘Milan is less influenced by contemporary trends and rather influences the contemporary’

“Milan excites me for its heritage, craftsmanship, and dedication to traditional classical designs. It is less influenced by contemporary trends and rather continues to influence the contemporary.

“I believe growth this year will come from diversifying product ranges. Certain houses have been clever with this — take Hermès and its enamel rings — or other brands that are introducing products at more accessible price points without compromising on quality.

“For us at Willy Chavarria, tailoring is a core focus ahead of this season, working out of Milan. That Italian tailoring world is so important to us, as we look forward to doing more with our brand partners, scaling our distribution and leveraging the city’s heritage.”

Simone Bellotti, Creative Director, Bally

‘We have to stop the homogenisation of taste that we’ve seen in the past few years’

“There is a real intimacy to Milan. For example, this event tonight is like being at a friend’s home. Milan’s size gives it that intimacy — and its connection to tailoring, the heritage that comes with that, gives it the feeling of something that is very real and tangible.

“I think the big opportunity for luxury is to stop the homogenisation of taste that we have seen in the past few years. We need to take this opportunity to find a way to be unique. Every brand has a history or is beginning to craft and shape one. We have to ask how we can leverage that and find our own voice. The market can feel slow because we see the same products from the same brands and, from the point of view of a consumer, they’re going to question our point of difference.”

This is a sponsored feature paid for by Amazon Fashion as part of a BoF partnership.