This was explained to Reuters by executive chairman Massimo Ferretti.

"China is a relevant market for us, especially for the Moschino brand," Ferretti explained.

"Our retail business is performing very well in that market, and that is why we decided to act with targeted investments to strengthen our network of stores with some new openings and a series of relocations and restyling in which we will unveil the new concept that reflects the new creative direction of the brand," he added.

After today's Alberta Ferretti show, tomorrow will be the turn of Moschino and the debut of new creative director Adrian Appiolaza.

"We are fully aware of the complexities that characterize the current moment, but at the same time we are very confident about the results we can achieve this season with the collections we are about to present," Ferretti added.

(Elisa Anzolin, editing Francesca Piscioneri)