Hardly hit by the corona virus, but in fashion city Milan it will soon be business as usual again. The Camera Nazionale della Moda Italiana (CNMI) has confirmed that fashion week will return in September with live shows.
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The CNMI is now preparing for the first digital fashion week from July 14-17, where the new men’s collections will be presented. In total, 37 fashion labels will participate in the four-day event, including Prada, Dolce & Gabbana, Philipp Plein, Gucci and the Belgian label Les Hommes.
Despite the many efforts to build on a technically strong platform, chairman Carlo Capasa wants to emphasize that digital is not the new standard. The September fashion week, where the spring collections for women are shown, will largely return to its physical form. The same decision was made last week in Paris. British fashion label Burberry is also planning an outdoor parade during London fashion week.
“The digital fashion week was created in response to the distance rules and travel bans due to the global health situation, but also aims to provide a dynamic solution to today’s complexities,” said Capasa, who underlines that in September the digital events will only support the live shows , “when it becomes possible to return to face-to-face contacts, which remain fundamental in promoting the tremendous production and creative value of Italian craftsmanship.”
Milan fashion week takes place from September 22-28.
Fashion house Fendi has already confirmed its participation, and will open fashion week on September 22 with a live parade, including a limited number of guests, which will also be broadcast digitally. However, this will not take place in Milan, but in the Palazzo della Civiltà Italiana in Rome, where the headquarters are also located, as CEO Serge Brunschwig confirmed to Women’s Wear Daily.
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