fbpx
18.01.2025 Milan #fashion

JordanLuca’s Celebration of Love Lights Up the Milanese Catwalks

Imagine you thought you were attending a fashion show, but instead found yourself at a wedding. Thanks to JordanLuca, we now know that this can also happen during Milan Men’s Fashion Week. Come to think of it, we could have guessed that something was up, starting with the invitation to the fashion show, handed along with a pack of tissues. Then were the violinists, who played a romantic piece during the guest’s arrival, not to mention the seating arrangement, which did not face the catwalk but the stage placed at the very end, and beautifully decorated with flower arrangements. Once the fashion show began, a pleasantly alienating sensation started to build up, caused above all by the casting – a mix of models and non-models of various ages, who paraded strangely relaxed to the tune of Billy Idol’s White Wedding. There was a unique sense of intimacy that doesn’t usually belong to this kind of event. As it turned out, Jordan Bowen and Luca Marchetto, the brand’s founders, had decided to have friends and loved ones wear the most precious pieces from the past, re-edited to make up the JordanLuca wardrobe par excellence. It was a festive parade of extremely British proposals, starting with the fabrics of Harris Tweed and Marton Mills. The updated version of English outerwear was the common thread of the collection, from duffle coats to trench coats. The real surprise came at the end of the show. Accompanied by an officiant, Bowen and Marchetto walked the catwalk all the way to the stage, where it was announced that we were about to witness a real wedding: “Today the real show is the wedding and the wedding is the real show.”

Photos: Alessio Ammannati
Text: Giuliano Deidda

More events