POST FOR A POST: Philosophy di Lorenzo Serafini is opening the doors of its next fashion show to the public.
The brand, which is controlled by the Aeffe Group, has launched a competition on Instagram to offer five people the chance to attend its show during Milan Fashion Week, which runs from September 21 to 26.
Starting Monday, users are invited to share their favorite image of the brand’s source on their accounts via an Instagram story, accompanying it with the tagline and dedicated hashtag #PhilosophyGuest.
The contest will end on September 19, when the company will name the winners of the golden tickets that give it a seat at the event, which will take place on September 24 at Palazzo Mezzanotte, the building that houses the Italian Stock Exchange.
Aeffe Group’s agenda for Milan Fashion Week will be busy, as the company also controls labels Alberta Ferretti, Moschino and Pollini. Alberta Ferretti will hold its show on September 21, while Moschino will present its spring 2023 collection the following evening. The accessories brand Pollini will present a presentation on September 23, on the eve of the Philosophy show.
The womenswear label designed by Lorenzo Serafini is not the first brand to give its format a democratic twist this fashion season.
As reported, Diesel shared plans to open her show to the public through an online registration process. Last month, Prada also revealed that the third Timecapsule NFT item would have allowed some customers to attend its September 22 fashion show.
Each of Prada’s customers who purchased one of the limited edition black cotton poplin shirts with archival prints received a free NFT and were automatically shortlisted for a chance to fly to Milan and receive participate in the event. Details will be communicated on Prada Crypted, the brand’s community space on the social platform Discord.
