The fashion show I found most impressive during the Men’s Fashion Week SS 2015 in Milan? It was, without a doubt, Philipp Plein’s collection presentation, which was showcased at Alcione Theatre on January 17.
Far from being a simple presentation – the adjective “simple” can hardly describe Plein’s increasingly extravagant, aggressive style – the show was a spectacular performance.
This is not the first time I have found Plein’s shows impressive. Previous seasons’ presentations included a cowboy-themed runaway show, which started off with two cowboys on horses, another show taking place around a huge outdoor swimming pool – with jet ski stuntmen and a team of swimmers – and even a runaway styled to recreate a sea-bed.
This year the German designer’s imagination has once again produced an extraordinary setting: a cage fighting ring dominated the catwalk surrounded by the hashtag “Plein Warriors. The bizarre performance introduced the mood of the show: an underground style embellished with expensive fabrics as well as with crocodile and python inserts.
Too extravagant, unconventional and provocative? It probably was, and a non-fashionista audience might not approve of such an apotheosis of luxury. However, there is no denying that if the show were not the result of a successful marketing campaign, nobody would be talking about it!
Figures speak for themselves in the case of the German designer. A turnover of 200 million Euros was generated in 2014, with a 54% increase when compared to 2013, and 30 new monobrand stores are scheduled to open in 2015.
Asia continues to be the largest market, which is probably due to the fact that the combination of the “luxury goods” and “made in Italy” concepts has always been appealing to Chinese and Russian consumers. The importance of the “made in Italy” is fundamental, as Plein’s decision to invest in a second flagship in Via Montenapoleone, Milan – at only a short distance from the first – clearly demonstrates .
What’s more, since January, Plein has been a judge on Italy’s TV talent show Forte Forte Forte, a new programme by Raffaella Carrà. Regardless of whether his appearance will have a positive or negative impact on the popularity of the TV programme, it will be a great opportunity to advertise his brand.
Lavinia Pontello Strozzi