Milan Fashion Week kicked off on Wednesday with collections from Italian labels Grinko and Blugirl setting a youth-orientated tone for six days of catwalk creativity.

For Milan that could have significant consequences. "The indirect benefits to the city of the last fashion week in September were estimated at 48 million euros," said deputy mayor Cristina Tajani, who said the industry could do more to help its host city.

"We have done our bit by putting some of the city's symbolic venues at the disposal of young designers for their shows," she said, urging fashion houses to get involved in organising events that are accessible to the general public rather than just fashion insiders.

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Capasa said his organisation was already doing that. "We are putting a lot of emphasis on the special events that will take place in the city in parallel with the shows," he said.

One event that will be strictly invitation only will be Bottega Veneta's show in Milan's Academy of Fine Art.

For the first time in its history, the couture house will show its menswear and womenswear collections together amid the artworks to celebrate its 50th anniversary and designer Tomas Maier's 15 years as its artistic director.

Gucci, whose look has taken a gender-bending turn under Michele, has already announced it will show its men and women's collections together from September 2017, as has Antonio Marras.