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Martens also promised that the first five people to find all 55 looks, hidden around in the city, will receive any look of their choosing, made to measure, by Christmas. The lucky winners are yet to be revealed. The Belgian designer also admitted that this type of wide-scale presentation took a lot more work than usual and was less personally rewarding: “It is [a lot more work], and it’s actually less satisfying, because I do love a runway.” It may have been a challenge for the brand, but it certainly paid off for the people of Milan.

Photography Federica Fioravanti

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