B-ICONIC, the Format that Revolutionizes MILAN FASHION WEEK. Fashion, Music and Lifestyle at "MAGAZZINI GENERALI" in Milan.
- ultimatetrendymag
- Sep 20, 2025
- 3 min read
An event that breaks the boundaries of the traditional runway, creating a hybrid stage open not only to buyers and the press, but also to the end customer, who becomes an active part of an inclusive and cultural experience.
It’s B-ICONIC, the new format that brings together fashion, music, and lifestyle, making its debut on the official calendar of the Camera Nazionale della Moda Italiana for Milan Fashion Week on September 23, 2025.
The project, endorsed by the Municipality of Milan and designed to celebrate a new generation of brands and contemporary lifestyle, was created by three visionary experts with a global network.
Giulio Di Sabato, a pioneer in international fashion distribution, founded Sari Spazio Showroom and chairs Best Showroom.
He is a Knight of the Order of Merit of the Italian Republic, former President of Assomoda, and currently Honorary President of Assotemporary as well as Vice President of FNAARC Milan.
Simone Ruggeri, CEO of the Milanese agency Caremoli & Ruggeri, has worked on global projects for brands such as Lamborghini, Coca-Cola, Luxottica, and Costa Cruises, and today serves as Fashion and Marketing AI Director for The Rob Rockefeller S.C.
Mitch Mihic, Founder of Milk & Roses Fashion, is an expert in wholesale, sourcing, and global strategy.
With over 30 years of experience across Europe, North America, and Asia, he supports emerging brands in product development and entry into key markets. Thanks to the vision and expertise of the three founders, B-ICONIC positions itself not only as an event but as a strategic platform for visibility and growth, facilitating new business opportunities on an international scale.
The event will feature live performances and hospitality by Jay Santos, who will present his new hits, making the experience even more engaging and multisensory.
In addition, the Freedom Of Moving project with Dario Rolfi will take center stage at B-ICONIC—an initiative that uses fashion and art as vehicles for social inclusion and awareness. The project aims to break down cultural and physical barriers, promoting a powerful message of acceptance and equality.
At the heart of the format is a new generation of designers from around the world.
From China come Kang Heming, who blends illustration, street culture, and Eastern aesthetics into unique, entirely hand-painted pieces that are true wearable works of art, and Li Yuntao, a specialist in designing costumes and looks for films, TV series, music videos, theater productions, and international red-carpet events.
Joining them are Warrior 1927, with footwear inspired by New Chinese Sportswear, and La Chapelle, with its sustainable and unconventional collections.
From Colombia, Laura Escobar brings her luxury brand Lediel to Milan—already featured in magazines such as Vogue and showcased at Paris Fashion Week.
On the runway will also be the Milanese brand ONESOPHIE, where each garment is hand-embroidered by Italian artisans, and the Korean label Par.Lune, which creates genderless garments infused with Eastern atmospheres.
Among the special guests is artist and designer Diamond Luisand, with his “fashion theater” entirely vegan and PETA-certified, and Keep Out, the Italian jewelry and accessories brand founded by Stefania Gagliardone, who has transformed the ancient sewing thimble into elegant good-luck charms.
Inspired by a South American tradition where grandmothers would gift loved ones a thimble as a symbol of protection against life’s “pricks,” her creations bring heritage into contemporary design.
The special guest of this first edition is Parasuco, the iconic denim brand founded by Italian Salvatore Parasuco in Montreal. With 50 years of expertise, the brand has always stood out for its innovative treatments and washes, creating iconic pieces worn by stars such as J.Lo, Justin Timberlake, and Beyoncé.
Discover more at B-ICONIC.IT
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