Some live, some (a lot) online. The "phygital" edition of fashion week (September 22-28) has begun in Milan, which is trying to find some normality after the shock of the Covid emergency that stopped events for months. After the almost exclusively digital editions of London and New York, it is the Lombard capital that gives the signal of revenge: the calendar of the new Milan Fashion Week in fact, it mixes physical and digital appointments without neglecting numerous presentations and some important debuts. A total of 65 fashion shows are scheduled, 23 of which are physical and 41 in digital format, also shared on the Camera Nazionale della Moda Italiana website (there will be 19 live fashion shows in Paris next week).
In Milan, 39 défilés will be dedicated to the P/E 2021 women's collections, 19 will flank men and women, 4 will be exclusively for men. There are also 43 presentations, of which 25 physical, 24 digital and 12 by appointment, and 22 events for a total of 159 appointments. Numbers far higher than what took place in the Big Apple and in the shadow of Tower Bridge. Among the most awaited moments stands out the new creative course of Prada, which will unveil in digital format the first collection signed 4 hands by Miuccia Prada e Raf Simons which will be followed by a talk between the two creatives. There is also anticipation for the fashion show Blumarine, the first after the acquisition of the brand by Italian Excellence which will also see the debut of Nicholas Brognano at the creative helm. Tommaso Aquilano and Roberto Rimondi are also back on the calendar with the new label shi.Rt.
Valentino he exceptionally chose Milan instead of Paris for this season, the co-ed show created by creative director Pierpaolo Piccioli is scheduled for Sunday. Some fashion shows will even end up on TV, like that of Giorgio Armani which will be broadcast live on television on La7 and that of Elisabetta Franchi which will be broadcast on La5. It should be noted that Bikkembergs will present its first collection of jewelry and that Laura Biagiotti will celebrate its 55th anniversary. There will also be space for emerging young people and for social and very topical initiatives, such as the inclusive digital event "We are Made in Italy - The Fab Five Bridge Builders", which will feature 5 black talents, organized by the Chamber National of Italian Fashion in collaboration with Black Lives Matters in Italian Fashion – Collective.
“It is difficult to organize physical events but we have to do it, we have to live with the virus, we cannot wait for everything to be resolved,” commented the president of the Chamber of Fashion Carlo Capasa. “Fashion is the second largest Italian industry and it is the one that exports the most, we cannot fail to give a positive signal, if we lock ourselves at home we risk sending many families home in turn. All brands have received very precise instructions to protect everyone to live with the virus. Fashion has taken the field against covid by putting a lot of money and producing masks, now is the time to preserve companies, for this we have asked the Government for appropriate measures, which unfortunately are not specific, but we are the producers of 41% of fashion in the European Union, we are the first and we must preserve this fabric and we are giving it our all, now the Government and the European Union must do the same”.
