Social media takes centre stage at Milan Fashion Week

Instagram, Snapchat and Twitter were all the rage in Italy as designers staged fun, photo-friendly shows, reports Charlie Boyd

While each fashion week has its own traits – London's rebellious creativity, for example, or New York's understated, commercially astute collections – when it comes to matters of style, Milan is the most changeable city. Show to show and season to season, fashion week swings wildly from vivacious events verging on theatre by the likes of Dolce & Gabbana and Moschino to those of the trendsetting, money-making powerhouses of Gucci and Prada. This season, it added a new element to its kaleidoscope: it was cemented as the home of social media-driven shows.

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