Milan’s runways have long been home to the most iconic moments in fashion. But now as a part of Italy’s Civil Week, it will host the intimate reality of living with an oncological disease.
Inspired by articles of clothing and accessories that hold sentimental value to the models themselves, designer Antonio Marras chose to incorporate these memories and experiences into the garments themselves to highlight the individual journey a cancer patient takes. As Ruetir reports, the show, taking place today, May 5, is a part of Italy’s Civil Week, which aims to put people at the center of community life through annual festivals. This year’s Civil Week theme, “I take care of me,” also heavily influenced the show’s emphasis on pampering the participating models.
Collaborating with L’Oréal Paris and La Roche-Posay, the show begins for the models the day before, with a moment of pause from the hectic timeframe of putting on a show. These models, many of which are still actively receiving cancer treatments, will be treated to a host of skin treatments, products, and makeup, all designed for sensitive skin.
Cancer treatments can cause significant skin changes, which is why La Roche-Posay is providing their Toleriane line, formulated for very sensitive skin.
For the show itself, L’Oréal Professionnel Paris team coordinated hair care. Managing director of L’Oréal Italia, Emmanuel Goulin explains that this show emulates exactly what L’Oréal stands for. “For L’Oréal, beauty is self-care and self-enhancement. It is self-confidence. It is is an expression of one’s personality and one’s culture,” Goulin says. “We deeply feel the responsibility to support and spread this value. That is why we believe that events like this are fundamental to continue ‘creating the beauty that moves the world.’”
Along with highly personalized garments, the catwalk will also host Italian actress, Frederica Fracassi, who will give voice to the intimate stories of these cancer patients struggling to regain their self-esteem.