Milano Fashion Week 2020: a mix of physical and digital shows
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Milano Fashion Week 2020: a mix of physical and digital shows

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The Milano Fashion Week surprises us once again with all the new features of the next edition, intended to offer effective solutions and reduce Covid-19 related risks. From 22 to 28 September 2020, the fashion week Women's - Men's Collection SS21 will enliven the city with a mix of physical and digital events – the so called “phygital” formula. 28 live events and 24 online ones will take place during the week, for a total of 52, starting with the inauguration on 21 September organized by the National Chamber for Italian Fashion at the Rinascente department store.

The rich calendar of activities will begin with the 10 shows scheduled on 22 September and will close with the five final shows on 28 September. Wednesday 23 September will feature fashion shows by Dolce & Gabbana, Fendi and Alberta Ferretti, as well as Nicola Brognano’s debut - Blumarine’s new creative director. Each brand was free to pick out the formula more suitable to their needs, choosing between physical shows – like Giorgio Armani, Dolce&Gabbana, Etro, Sportmax, Salvatore Ferragamo did – and digital ones – as in the case of Prada, Missoni, Ermanno Scervino, Luisa Beccaria, Gabriele Colangelo, DSquared2, GCDS and Marco De Vincenzo. Aside from longstanding brands, CNMI’s calendar gives a lot of room to emerging talents with live shows, such as Drome, Act N°1 e Calcaterra’s.

The first collection co-created by Raf Simons will be streamed on 24 September from 2:00 pm on all Prada’s social media platforms and official website, allowing private individuals to see the collection in Milan on 25 and 26 September upon prior arrangement. Subsequently, on Saturday 26 September Armani’s 40-minutes-long, behind closed doors show will be broadcasted on La7 channel in prime time, in addition to Armani.com: a decision that allows to keep himself and his staff safe and make the show accessible to anyone, explained the designer to “Corriere della Sera”. Another unprecedented event will be Valentino’s fashion show on 27 September, the first one ever in Milan for the brand.

As in the case of the trade fairs that begun with Milano Unica on 8 - 9 September at Milano-Rho, the main goal of this Milano fashion week’s edition is to bring national and international attention back on Italian fashion to address the difficulties encountered in the last six months. Difficulties that appear also in the 2nd survey on “Textile Fashion and Accessory” by Confindustria moda, which revealed a 20% drop in turnover in the second quarter of 2020 for 86% of companies operating in this sector.

Sources:
CNMIIl Sole 24 OreIo Donna

 

 


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