Burberry, Fendi and Dior announce new fashion shows
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Burberry, Fendi and Dior announce new fashion shows

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As the lockdown due to the coronavirus pandemic comes to an end, all the main business activities in Italy are reopening. Besides production activities, Fashion is also witnessing a gradual return of fashion shows, partially revisiting how they can be carried out to guarantee everyone’s safety.

This choice could be fundamental to engage once again every professional, also representing a positive prospect for fashion students, such as the MKS Milano Fashion School Fashion Styling and Fashion Design ones, often involved in the shows taking place in Milan.

Earlier this week, the creative director Maria Grazia Chiuri and the CEO Pietro Beccari have announced that Dior’s Cruise fashion show will take place on July 22 in Lecce, even if without an audience to avoid crowds. During the press conference, it has also been revealed that the brand will appear in the September calendar of the Paris Fashion Week.

Burberry has also made an important announcement this week about his plans for the London Fashion Week scheduled for September. The brand is planning an outdoors live runway event to showcase its Spring/Summer 2021 collection on September 17, the day before the start of the London Fashion Week that will take place from 18 to 22 September. Entitled “Back to Nature”, the fashion show will be carbon neutral thanks to specific measures aimed to reduce the environmental impact and with the assistance of Burberry’s Regeneration Fund. This event will be attended by the models and Burberry’s team on site as well and will be streamed live for the audience.

In an interview with WWD, the creative director Riccardo Tisci emphasized that traditional fashion shows could come back, but they will have to be revised to adapt to changing times. “There is nothing like the experience of being at a fashion show — the energy in the room, the anticipation, excitement — it is something beautiful that I would not want to see lost,” he explained, also adding that “we must recognize that the world is changing, and we must adapt and redefine our landscape through new forms of expression. Ultimately, to me, it will always be important to keep a physicality to fashion, to be able to see and understand the texture and movements of clothes, but in new ways.”

At the same time, Fendi has decided to broadcast from Rome its show, to be held at Palazzo della Civiltà on September 22, the opening day of Milan Fashion Week. The CEO Serge Brunschwig has described the event as “a physical event, with a limited number of guests and a digital component, the format of which is being defined” to WWD.

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