News 20 October 2023

MU+ event storytelling

Re-live the presentation of the creative concepts for the Spring/Summer 2025 season

On October 12, Milano Unica presented MU+, the creative concepts for the Spring/Summer 2025 season, where the suffix "Plus" indicates an increased use of both analytical tools behind creative research and contents supported by AI, which is playing an increasingly central role in our daily lives.

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AI was the key topic of the discussion introduced by Antonella Martinetto, CEO of Remmert Spa and member of the Milano Unica Executive Committee, including some insights on the creative concepts by Artistic Director Stefano Fadda and Massimo Monteforte, Head of the Milano Unica Design Committee. A round table followed, moderated by Marta Casadei, Staff Editor of Il Sole 24 Ore, and Elisa Pervinca Bellini, Talent & Sustainability Editor of Vogue.it, who highlighted how AI can be a tool that helps amplify creativity rather than hampering it, by exploring new paths of research and innovation.

The new proposals for materials, fabrics, and accessories are the result of the interaction between sophisticated human research and the support of AI, which can help optimize design processes, as well as mitigate environmental impact by reducing waste and promoting the recycling of materials.

MU+ uses models and programs capable of generating images, starting with photographs, texts, drawings and samples from MU exhibitors, reworked through the AI generative algorithms.

MU+ developed from the interconnection between "man and the generative algorithms". Designed to anticipate future trends, it serves as a container that integrates creativity, sustainability, digitization, ethics, design, intelligence, instinct, vision and collaboration between people and the digital universe. It is also a virtual environment that becomes real as we move from the conception of content, i.e., the collections for the upcoming S/S 2025, to the actual development of fabrics and accessories.

MU+ presents three creative concepts divided by product areas: 3 macro environments, in which collections come to life based on the affinities found between ideas, materials, treatments and colors, offering more creative insights to exhibitors and visitors:

MU+ Regeneration focuses on regenerated materials, with a sophisticated palette of milky colors. Knitwear, Embroidery and Lingerie are the key categories.

MU+ Design mixes dreamy, graphic and pictorial styles with a range of pastel colors. Categories include Classic, Shirts and Prints.

MU+ Interactive combines technical and glamorous aspects, seeking a balance between functionality and fashion. Vibrant colors represent the core, with categories such as Techno, Glam, and Shiny.

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