Valentino Returns to Milan Fashion Week With Flowery Menswear Show

 A model presents a creation by designer Pierpaolo Piccioli as part of his Spring/Summer 2024 collection show for fashion house Valentino during Men's Fashion Week in Milan, Italy, June 16, 2023. REUTERS/Claudia Greco
A model presents a creation by designer Pierpaolo Piccioli as part of his Spring/Summer 2024 collection show for fashion house Valentino during Men's Fashion Week in Milan, Italy, June 16, 2023. REUTERS/Claudia Greco
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Valentino Returns to Milan Fashion Week With Flowery Menswear Show

 A model presents a creation by designer Pierpaolo Piccioli as part of his Spring/Summer 2024 collection show for fashion house Valentino during Men's Fashion Week in Milan, Italy, June 16, 2023. REUTERS/Claudia Greco
A model presents a creation by designer Pierpaolo Piccioli as part of his Spring/Summer 2024 collection show for fashion house Valentino during Men's Fashion Week in Milan, Italy, June 16, 2023. REUTERS/Claudia Greco

Italian luxury house Valentino kicked off Milan Fashion Week's menswear shows on Friday with a lineup combining blazers and coats with shorts, as creative director Pierpaolo Piccioli sought to redefine the meaning of the masculine identity, Reuters reported.

The collection used embroidered flowers to add a note of delicacy to classic workwear pieces, with subversive elements such as tissue flowers in lieu of ties.

Valentino presented its menswear collection for spring and summer 2024 in the arched courtyard of Milan's state university.

Valentino ditched the co-ed show model - the mixing of men's and women's shows - which it had adopted for the last three years and returned to Milan, where founder Valentino Garavani staged the first Valentino menswear show in 1985.

Milan Fashion Week includes 72 events and presentations of menswear collections. It runs until June 20 and will feature shows from high-end labels including Giorgio Armani, Prada (1913.F), Dolce & Gabbana and Ermenegildo Zegna (JN0.F).



Italy's Antitrust Opens Probe into Shein over Environmental Claims

FILE PHOTO: People walk past an advertisement for Shein, March 8, 2024 in London, Britain. REUTERS/Suzanne Plunkett/File Photo
FILE PHOTO: People walk past an advertisement for Shein, March 8, 2024 in London, Britain. REUTERS/Suzanne Plunkett/File Photo
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Italy's Antitrust Opens Probe into Shein over Environmental Claims

FILE PHOTO: People walk past an advertisement for Shein, March 8, 2024 in London, Britain. REUTERS/Suzanne Plunkett/File Photo
FILE PHOTO: People walk past an advertisement for Shein, March 8, 2024 in London, Britain. REUTERS/Suzanne Plunkett/File Photo

Italy's antitrust agency has launched an investigation into Dublin-based Infinite Styles Services CO. Limited, which manages the Italian website of Shein, over possible misleading environmental claims on the website.
The company is seen as trying "to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims," Italy's antitrust said in a statement.
Some of the information on the clothing collection 'evoluSHEIN', declared by the company to be sustainable, could mislead consumers about the amount of green fibres used, while also failing to inform them about the fact the garments cannot be further recycled, Reuters quoted the authority as saying.
Italy's antitrust also said that Infinite Styles Services CO. Limited appeared to emphasize its commitment to the decarbonization process, while the targets indicated on Shein's website appear to be contradicted by the increase in greenhouse gas emissions indicated in Shein's sustainability reports for 2022 and 2023.
A Shein spokesperson did not immediately reply to a request for comment.
Founded in China, Shein is known for its cheap tops and dresses. Its treatment of workers and environmental record have come under increased scrutiny.