A « strange » edition for Milan Fashion Week: between uncertainties and a health emergency, here’s what we know about the upcoming Milan fashion shows.
After the doubts (does it take off or not?), only the weeks of digital fashion (see New York and London), Paris that, after the increase in infections, Milan seems to make a niche as the true protagonist of this Fashion Month. And the reasons, apart from Covid, are all there!
Camera della Moda Italiana, after the digital experiment of the men’s shows in July, announced that Milan Fashion Week, scheduled for September 22-28, will have a « hybrid » format, halfway between the physical and the digital, « phygital », as it has been defined.
And that’s what we see, 64 shows and 61 planned presentations, a « compact » fashion week that promises to be no less « substantial » thanks to some appointments that will be noted on the agenda.
27 live shows, with names like Max Mara, Alberta Ferretti, Fendi and Salvatore Ferragamo.
Among the most anticipated is undoubtedly Blumarine that will present the debut collection of the brand’s new creative director, Nicola Brognano, enfant prodige of Italian fashion, nominated in February.
Giving « support » to Italian fashion was thought, surprisingly, by Valentino, who announced that he had chosen Milan as the city to present the Spring Summer 2021 collection, temporarily « leaving » Paris after decades of French catwalks.
Dolce & Gabbana and Etro will also be present, the only ones who paraded live (with little public and maximum attention to security measures) last July.
Among the 24 digital programs, Missoni, Ermanno Scervino, Luisa Beccaria stand out. Versace, which initially decided to open fashion shows less than a week after the show, changed course and announced that it will present the collection on social media.
Keeping everyone in suspense is Prada’s long-awaited debut in co-direction with Raf Simons, one of the most anticipated shows of this season and of which, we are sure, we will hear a lot.
But the event with a capital E will be offered by one of the most beloved names in Made in Italy: Giorgio Armani!
King Giorgio, in fact, will parade behind closed doors but his show will be « open » to everyone: the show will be broadcast live on La7 on September 26 at 9 pm. A way to scrupulously respect social distancing (Armani was the first to decide not to show open doors in February) but at the same time to bring all of Italy closer to Italian fashion, breaking the taboo of fashion shows as an exclusive and elitist event.
Digital News Fashion was there, Vogue night to kick off the dance, with no models mingling in the crowd on public transportation, no crowds of self-styled fashion bloggers roaming the downtown streets with a host of photographers in tow. We knew the change would be momentous, but certainly when you find them in front of us they have little effect. And to think that the Milanese and the professionals were delighted in their series of complaints (‘there are too many events’, ‘the traffic is unbearable’, ‘the locations are uncomfortable’, ‘here the circus has arrived’ but, finally, now that only there is a shadow of all this, perhaps a little is missed, after New York and London, attached the time of the Lombard capital.