Fresh starts and new venues for Milan Fashion Week

Designer Massimo Giorgetti greets the audience at the end of the show for fashion house MSGM at the women Fall / Winter 2015/16 Milan's Fashion Week on March 1, 2015.

The fashion week merry-go-round continues this week with the industry's biannual touchdown in Milan, home to some of the oldest, chicest and most luxurious design houses. So what can we expect from the Italian version of Spring / Summer 2016 ready to wear?

Last season it was all about Gucci, where Alessandro Michele made his debut as the house's new creative director, but this time around the spotlight will be on Emilio Pucci and its new star designer Massimo Giorgetti. The MSGM designer was appointed creative director by the brand back in March, but this will be his first collection with the Florentine label. His predecessor, Peter Dundas, has moved on to new pastures at another Italian star, Roberto Cavalli, and will also be showing off the fruits of his new labor for the first time. So high expectations all round.

Another designer taking up space in the limelight is sure to be Jeremy Scott, the US designer whose real-life Cinderella trajectory from small town hopeful to creative director of Moschino inspired a documentary, "Jeremy Scott: the People's Designer", which opened in New York just last week. Now, after showing designs for his namesake label in New York earlier this month, the attention will be on his clothes for the Italian label, and with recent high-profile campaigns featuring Katy Perry, the fashion world will be eager to see what he pulls out of the bag for next season.

It isn't all about the established designers, though -- Giorgio Armani is championing the younger generation of talent and hosting the burgeoning Israeli creative Daizy Shely's show in his Armani/Teatro venue. It is the tenth season that the charitable fashion mogul has focused the industry's gaze on fresh and upcoming talents.

There has even been a shakeup amidst the city's boutiques, with Gucci unveiling its new-look Milanese flagship store featuring a relaxed interior designed to reflect a rebranding of sorts. Prada, which has been getting its fingers stuck into several pies (or in this case, cakes), also opened a new retail location this month for Pasticceria Marchesi, the Milanese pastry institution in which it recently acquired an 80 percent stake.

Against the backdrop of all this professional hustling, Fashion Week will play out in a new location, the city's new self-styled 'fashion hub', putting on over 70 shows and over 100 collection presentations for the wider world. Amidst the frenzy, the AIDS charity amfAR will conduct its seventh annual amfAR Milano gala in conjunction with Milan Fashion Week, featuring Heidi Klum, Dakota Johnson and Michelle Rodriguez, in case the glamour factor needed boosting any further.