Hot on the heels of news that London Fashion Week will take place exclusively online, it has now been announced that Milan Fashion Week will also be 100% digital.
Both of these decisions have been motivated by the response to the ongoing health crisis and lockdown measures that are in force in many countries (leading to fashion brands changing their practices to cope and help out).
The National Chamber Of Italian Fashion has officially declared that the city's first fully virtual fashion week, which will showcase both menswear and womenswear, will run July 14 to 17 this year.
In a statement, the President of the Italian umbrella organisation, Carlo Capasa, explained the objectives of the new initiative: "In this time of adversity, it is vital to enable all the companies to present their Spring/Summer 2021 men's collections and Spring/Summer 2021 men's and women's pre-collections during the Digital Fashion Week in July.
"Our objective is both to support the restart of the entire fashion industry and to reach out to the media, buyers and the entire fashion community with a huge array of content designed for all the players in the system."
The virtual Fashion Week will take the form of an online digital platform that allows for the provision of a wide variety of content including photographs, showroom videos, interviews, webinars, keynotes, live performances and behind-the-scenes footage.
In the wake of London and Milan, it remains to be seen if New York and Paris, which usually holds its haute couture week in July (announced as cancelled last month), will embrace the new trend for digital Fashion Weeks. – AFP Relaxnews
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