The Battlefield of Reinvention, 5 Keywords Changing Fashion Milan Fashion Week SS26 was no longer just a "place for presenting collections." This season's runway was a stage that comprehensively revealed everything from brand strategy and industry structure to the consumer experience. [1] Experimentation with Formats Runway = Global PR Platform The first change noticeable at SS26 Milan Fashion Week was the format of the shows. Beyond being a simple presentation space, the runway is functioning as a global PR platform to spread brand messages. Performances utilizing the entire city as a stage, as well as shows in the form of films, installations, and exhibitions, encourage consumer participation and maximize impact through social media and the media. Now, the runway is where the fashion industry and the content industry meet.......