After the London Fashion Week and just before Paris, the 2011 Spring-Summer Milan Fashion Week officially kicked off with a fresh new look. For the first time, all the fashion shows were held in the heart of the city, spread over six days, marking a bold shift in the event's structure. The redesigned calendar, which has sparked some debate, will run until September 28, featuring a total of 78 shows. In an effort to accommodate Anna Wintour, the influential editor-in-chief of American *Vogue*, major brands rushed to schedule their shows during the first three days, aiming to minimize their time in Milan. Meanwhile, smaller labels found themselves sidelined, raising questions about inclusivity and fairness. According to Mario Boselli, president of the Italian Fashion Association, “The current schedule was simply unsustainable. Public feedback played a key role in our decision. This year, we successfully brought together all designers, including non-member brands like Armani, Dolce & Gabbana, and Marni. Together, we created a more balanced and manageable week.” Big names were evenly spread across the six days: Gucci opened on Wednesday, followed by Fendi and Prada on the 23rd, Moschino on the 24th, Gianfranco Ferrè and Versace on the 25th, Bottega Veneta and Emporio Armani also on the 25th, then Dolce & Gabbana and Salvatore Ferragamo on the 26th, and finally Roberto Cavalli and Giorgio Armani on the 27th. To revitalize the Milan fashion scene, the association also imposed stricter rules on participants, removing several underwear, swimwear, and plus-size brands from the official schedule—causing quite a stir among industry insiders. Dolce & Gabbana, which had been absent for eight years, returned to the official calendar, while others were asked to step down. Mario Boselli explained, “This was a tough but necessary decision. Some brands no longer fit the vision of Milan Fashion Week. We want to inspire creativity and reestablish Milan as a global fashion hub.” Elena Mirò, a long-time favorite at the opening show since 2005, was among those removed. She will now host her own show outside the official schedule, launching the “first international 40-plus model competition” as a counter-event. Another major change was the complete abandonment of the remote Milan Exhibition Hall, where many shows had previously taken place. Instead, the focus shifted to four historic buildings in the city center, all within walking distance of each other and near the Milan Cathedral. To make travel between venues easier, organizers provided free bike rentals. Additionally, four large screens were set up downtown to broadcast live shows, with some even streamed online for global audiences. This overhaul marked a significant step toward a more accessible, efficient, and globally connected Milan Fashion Week.

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