London to Milan and vice versa….
Although city swap is likely to be seasonal at best, it seems to be the thing to do at the moment for designers …,
I guess, it’s until you find the right market for your brand.
Wood Wood is Danish brand based in Copenhagen with own stores in Berlin, Aarhus and Copenhagen. Although the label traditionally shows in Milan it has now for this season made the switch to london, where it’s British inspired designs are already creating stir .. I personally have fallen in love with their clunky sneakers a definite nod .in the direction of the 80’s. Oskar Olsen one of the founders of the brand, recognised that the move was just a better fit for their Lifestyle Brand that is inspired by London and British youth and subculture.
This phenomenon is not really new … I remember when creative director, Filippo Scoffi moved Daks London menswear to show in Milan in 2016 that was pretty radical, but the fit has been perfect.
We were lucky to be backstage with @Aofmmakeup in Milan to see AW18 pre runway this afternoon.
As you can see it’s all in the details those flower buttons, not just for lapels, are fabulous on both men and women, and don’t get me started on the cloth…. it was sensational.
Fotos for Daks London by Giulia Rosatelli for @Mscastrorides