COVID-19: Milan Men’s Fashion put off to September
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COVID-19: Milan Men’s Fashion put off to September

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As could be expected, the coronavirus health emergency led to a change of plans for next summer menswear events. We must also consider that many companies in the industry have already started manufacturing surgical masks and gowns to support healthcare personnel, arresting regular activities. It is therefore a widespread choice in the fashion world by now.

On March 27, Camera Nazionale della Moda Italiana (the National Chamber for Italian Fashion) announced that the Milano Moda Uomo (Milan Men’s Fashion) shows and presentations will not be taking place between 19 and 23 June 2020 as scheduled, but will be merged with the Milano Moda Donna (Milan Women’s Fashion) from 22 to 28 September 2020.

The Institution explained that this decision was dictated by the difficult situation provoked by the COVID-19 pandemic, and it reported the steps being taken to find alternative ways for a safe unfolding of the events: “We are however working on new digital formats and new ways of encounter, in order to create a new storytelling on the days originally scheduled for the Milan Men’s Fashion Week: b2b and b2c platforms for the benefit of brands, luxury companies and all the other players in the fashion industry.”

CNMI also said that “that great efforts will be made in order to have the new collections ready by June to start an innovative selling campaign,” stressing the involvement of the 800 Milan showrooms in this new storytelling.

Similarly, in France the Fédération de la Haute Couture et de la Mode decided to call off Paris Fashion Week for men’s collections scheduled from 23 to 28 June, and the same goes for the Haute Couture one planned from 5 to 9 July, both of them waiting for a new set-up.

According to the British Fashion Council, London Men’s Fashion Week – originally scheduled from 13 to 15 June – has been cancelled following the same trend. Likewise, the Council of Fashion Designers of America confirmed the cancellation of Resort 2021 and Nyfw: Men’s events.

In the next few days an official Pitti Immagine notification about the issue will be provided, given the fact that its top management will hold a joint meeting to reflect upon the situation and develop an action plan.

A difficult decision of course, which will have repercussion across several levels and, especially, for professionals. The very same MKS Milano Fashion School and its students, usually involved in fashion weeks’ initiatives to put into practice new fashion styling and fashion design skills, will suffer the consequences.

However, this is probably the only suitable alternative because of the crucial role played by Milan and Paris fashion weeks for the industry on a global scale and, given their attractiveness for the masses, it would be impossible to comply with social distancing regulations and the halt to overseas travelling due to the virus outbreak.

Then again, the ongoing Shanghai’s fashion week is showing that, with the right virtual tools, it could be possible to guarantee safety for all participants and thus avoid cancelling other events.

Sources:

Camera Nazionale della Moda ItalianaVogue - Pambianco News - Il Sole 24 Ore

 


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