Milan Fashion Week

Fashion does not stop: after the entirely online edition in July, from 22 to 28 September Milan regularly hosted the seventh of the spring / summer 2021 fashion show. A very special edition made up of 64 fashion shows, 23 of which traditional in presence and 41 digitally. A hybrid model, called, by experts, phygital (from the fusion of physical and digital). "In times of Covid it is difficult to organize physical events but we have to do it, we must learn to live with the virus and we cannot wait for everything to be resolved", said Carlo Capasa, president of the National Chamber of Italian Fashion, kicking off fashion Milanese week.

A difficult balance between the desire for normality and rules to be respected, where each brand has chosen the formula it deems most suitable for the period we are experiencing. For example Dolce & Gabbana, Etro and Salvatore Ferragamo opted for a traditional show, while Laura Biagiotti, Ermanno Scervino and Missoni created completely digital events.
Live television runway for Armani, who amazes everyone with the use of a formula that is usually little loved by the industry. In response to social distancing and the limitations imposed by the pandemic, Italian fashion, in collaboration with Microsoft, has created a dedicated digital platform, enriched with virtual showrooms and interactive events.

Through this tool, emerging stylists and professionals can interact with the media, buyers, consumers and influencers from all over the world through an engaging and multi-sensory experience without leaving home.

Elisa D'Adamo
Np November 2020