'The Italian Festival is a high-spirited cultural and lifestyle forum that provides us with a visible platform to promote fine ranges of designer collections, contemporary apparel and accessories produced in Italy and carried in our stores,' says Laura Wenke, senior vice-president, marketing and sales, of the prestigious retailer.

Here is a sneak preview of what you can expect to see in the Lane Crawford show: there will be five scenes, with D&G kicking things off with hiphop looks for men and sexy street styles for women.

Just Cavalli is next, poking fun at military wear in a bid to cheer people up during these warring times. So don't be surprised if you see an army coat transformed into a dress with chiffon ruches.

Alberta Ferretti, showcasing her Philosophy line as well as her namesake in scenes three and five respectively, has created fairy tale looks for the young and trendy, and a more classy chiffon dress and princess coat.

Sharing scene five with Ferretti are Pal Zileri and Canali, with the former featuring a classic collection and pull sport collection for men with taste, whether they like houndstooth checks or sanded blazers with thick, exposed stitches.

Canali also spans a wide spectrum of fashions with classic, exclusive and trendy themes, featuring throwbacks from the Anglo-Saxon world, Anglo-American styles from the 1960s, and suits from the 1950s.

Antonio Marras, sharing scene four with Etro and Romeo Gigli, evokes memories of the good old days in Italy when a classic suit with bow tie could be worn under a frock. Muffs are paired with vests and reinterpreted in finished wool.

The second big show is by Fendi, another international fashion authority, which will stir up the Atrium again tomorrow with its latest collections.

'Fendi is a Roman brand, so we fit the theme of the event perfectly,' says Tansy Lau, communications and advertising manager of Fendi Asia Pacific.

'Our new collection for men will also be shown in Hong Kong for the first time [tomorrow].'

Fendi had a show at The Landmark recently, but with designs exclusively for women. So what can blokes expect from this show? It is fashionable '70s meets futurism, with treated leather, suede made iridescent and bright with slippery shades of asphalt grey and plum, scratched nappa leather and Persian lamb coats made unrecognisable (and breathtaking) thanks to a vacuum-packed treatment. These outfits have to be seen to be believed.

There are also perforated sweaters and classic footwear with sporty soles on bicycle shoes.

For women, a futuristic silhouette meets medieval inspiration, with feminine elements such as shimmering sequins in seductive shades. In line with the men's slim fittings, the women's designs are body hugging, with corsets paired with shorts and coats.

But the excitement does not stop here. The last participant in the fashion event is Valentino, which will push things to new heights with its Dolce Vita alla Fontana di Trevi gala dinner show on September 26.

Hong Kong brand manager of the celebrated Italian fashion house, Valeria Azario, says throwing a show at a gala dinner suits Valentino's image. 'What we are good at is sophisticated and very refined evening wear,' she says.

What Ms Azario means is a body-hugging silhouette with wide skirts and voluminous sleeves. The fabric of choice is satin with fur trimmings. But what really stands out in Valentino's designs this year is the elaborate use of embroidery, found on the fronts of dresses and on collars, giving a necklace effect. Models will also wear the Ring Bag, designed with a loop on top so it can be held with the middle finger.

The show will be an exact replica of the brand's recent Paris show, with top Hong Kong models on the ramp. The mood will be subdued, dim and atmospheric. Classy, as always, for a name like Valentino.