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You enter a room and gasp! – Someone in front of you is wearing the same outfit. Relax, it happens. It’s Milan Fashion Week and guests wear identical outfits in a runway show that runs from Wednesday to Sunday. More than 50 catwalk shows on the women’s Fall/Winter 2024-2025 calendar, from Diesel and Dolce & Gabbana to Gucci and Versace, attract guests from all over the world, but many of them ultimately look the same. At Fendi on opening day, two Dubai influencers were standing and chatting, wearing the exact same animal print lace-up shoes.
Meanwhile, the colour-block print shirt emblazoned with the Fendi logo, worn by Fatma Hussam, 29, was chosen by many other women. Did it bother him? “This is completely normal,” Hussam said. “Because at the end of the day, how many clothes do these brands make?” Her friend, Dima Alsaadi, 35, agreed. “I’ll be a little nervous at a party, but it’s completely normal at fashion week.” (Also read: New designers make waves at Moschino, Tod’s and Blumarine during Milan Fashion Week ,
Japanese musicians Aya and Ami, known collectively as Amiaya, took it to the next level with matching cherry red bob hairstyles and identical high black Fendi shoes with gold heels, as only twins can do. Can. Later on Wednesday at Roberto Cavalli, a blonde woman smiled shyly for the camera in a long flowy gown printed with lemons from designer Fausto Puglisi’s 2024 resort collection.
Nearby, another guest pouted and posed in a bodysuit made of cheetah fabric — a mainstay of the brand — that left little to the imagination. But lemons and animal prints aren’t the only things in the room.
‘herd instinct’
The luxury brand personally dresses A-list celebrities who attend their fashion shows in the latest looks — like Uma Thurman and Sharon Stone dressed all in black in Tom Ford on Thursday night — it’s Making sure that no duplication is seen in the front lines. But influencers — who are sometimes sent the most coveted “it” items by labels — and other guests are left to rummage through their own closets, making repeats from previous seasons inevitable.
But the devil is in the details, Hussam said at the Fendi show. “Everyone may wear the same clothes, but have different styles,” he said. The copycat look is most obvious when it comes to brands with in-your-face logos like Gucci and Versace, but it’s harder to spot with those taking a subtler approach like Prada and Armani.
This is a common practice among fashion editors attending the show, said Godfrey Deeney, global editor-in-chief of FashionNetwork.com. He said, “If you’re an editor you’re always looking for the new, but you also have a herd instinct that you want everyone to know that you know what the new thing is.” “So you all wear the same clothes together.”
Many in the industry, he said, take comfort in knowing that “when you go, you’re all going to be wearing the same ridiculous sneaker.” Of course when it comes to brand employees, security guards and fashion show attendees, wearing one thing is standard: black.
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