This September, Milan Fashion Week welcomed something novel onto its official calendar: B-ICONIC, a new event format that combined runway, live music, and cultural exchange in one setting. Hosted at Magazzini Generali and supported by the City of Milan, the evening opened its doors not only to industry buyers and press, but also to the wider public, positioning itself as a more inclusive take on the fashion week experience.
Created by industry veterans Giulio Di Sabato, Simone Ruggeri, and Mitch Mihic, the project was designed as both a showcase and a platform for emerging designers. The trio, each bringing decades of expertise across distribution, marketing, and global strategy, shaped B-ICONIC as an opportunity for young brands to gain visibility, connect with international markets, and experiment with presentation formats beyond the traditional catwalk.
Lediel
The show itself unfolded as a layered experience. Live performances, including music by Jay Santos, lent a festival-like atmosphere, while the “Freedom of Moving” initiative by Dario Rolfi used art and fashion to highlight themes of inclusion and equality.
Kang Heming
The program featured a diverse lineup of designers from across the globe: Chinese labels Kang Heming, Li Yuntao, Warrior 1927, and La Chapelle; Colombian designer Laura Escobar with her luxury brand Lediel; Milan’s ONESOPHIE with intricate hand embroidery; and Par.Lune from South Korea with a genderless collection infused with Eastern influences.
Diamond Luisand
There were also standout contributions from brands with unique identities.
Sal Parasuco
Diamond Luisand staged his fully vegan “fashion theater,” Keep Out presented jewelry transforming the thimble into a charm of good fortune, and heritage denim house Sal Parasuco revisited its pioneering treatments and finishes that have long defined its reputation.
Li Yuntao
Italian craftsmanship and international creativity mingled seamlessly, underscoring B-ICONIC’s role as a cultural crossroads.
ONESOPHIE
The evening concluded with a special recognition: the B-ICONIC Award, given to Ludmilla Voronkina Bozzetti for her contributions in contemporary art, celebrating both creativity and the importance of female perspectives.
Warrior 1927
While not aiming to replace the traditional runway, B-ICONIC introduced a refreshing variation within Milan Fashion Week. By blending performance, inclusivity, and emerging talent, it highlighted how fashion week can evolve to engage both professionals and the public, offering a new kind of stage where culture and commerce meet.
