B-ICONIC: The New Format Revolutionizing Fashion in Milan.

A full-sensory experience where fashion, music, and lifestyle collide at Milan Fashion Week 2025.

A new dimension of the fashion experience is born: B-ICONIC debuts during Milan Fashion Week 2025 with an innovative, multisensory format where runway shows, DJ sets, concerts, and live performances merge into a single creative narrative, designed to celebrate the new generation of brands and contemporary lifestyle.

Created in collaboration with Magazzini Generali, the event breaks the boundaries of the traditional runway, giving life to a hybrid stage, open not only to buyers and the press but also to the final consumer, who becomes an active part of an inclusive, cultural experience.

B-ICONIC is not just an event, but a strategic platform for visibility and growth for emerging designers, built around three key pillars:

• Strategic visibility: immersive runway shows, emotional storytelling, and multichannel content production

• International expansion: global network and consulting for access to key markets

• Creative empowerment: stylistic and commercial support to position brands with strength and coherence

The format welcomes a curated selection of Italian and international designers, with a focus on accessible luxury, street couture, avant-garde, and sustainable fashion, while maintaining high quality and a strong identity for each collection.

Giulio Di Sabato, Simone Ruggeri e Mitch Mihic.

In addition to live events, B-ICONIC offers an integrated ecosystem of services: editorial shootings, video content, press office, buyer matching, strategic consulting, collection development, and placement in concept stores.

Thanks to a global network with locations in Milan, Paris, London, New York, Los Angeles, Hong Kong, and Shanghai, the project ensures continuity and impact even after the event, facilitating new business opportunities and international visibility.

“B-ICONIC is the turning point of Fashion Week. A new language for a new generation of brands.”

B-ICONIC: Milan Fashion WeekSeptember 23–24, 2025, 6:00 PM – 12:00 AMMagazzini Generali, Via Pietrasanta 16, Milan