MILAN – Milano Digital Fashion Week is taking shape.
The Italian Fashion Chamber unveiled the calendar for the event, which is scheduled to take place from July 14 to 17, on Monday. Currently, 37 brands will present their spring 2021 men’s line and their men’s and women’s pre-collections, within defined time periods. In each hour slot, each label will be free to present its preferred format.
All events will be accessible via a digital platform set up by the organization in partnership with Accenture and Microsoft. Content will remain available until the end of the week to allow users from different time zones to view the collections.
MSGM will open the event on July 14 at 12 p.m. showing a video by Luca Finotti presenting the spring 2021 collection for men and the 2021 line for women. Reached by WWD, Prada said he would opt for an undisclosed digital event to be launched that day at 2 p.m., followed by Alberta Ferretti presenting the women’s pre-collection through a video that would be a tribute to Italy and its beauty.
On the day of the inauguration, Plan C will also publish a clip revealing the creative process of Carolina Castiglioni behind the design of the spring 2021 collection conceived during her confinement in Engadine, Switzerland.
As indicated, Etro will organize a mixed parade to present its spring 2021 collections for men and 2021 collections for women on July 15 at 10 a.m. at the Four Seasons Hotel in Milan. Sunnei will launch a special project with a video, while Dolce & Gabbana – who returned to Camera della Moda after more than two decades – will close the day with a physical show at 5.30 p.m. at the Humanitas Hospital university campus.
Ermanno Scervino, Salvatore Ferragamo, Tod’s and Dsquared2 will be among the labels presenting projects on July 16. On this day, Lorenzo Serafini’s Philosophy will also unveil his 2021 resort collection via a short film shot in the Lombardy countryside, between Bergamo and Brescia, with the aim of attracting attention and highlighting the natural beauty of the one of the areas most affected by the COVID-19 epidemic in Italy.
Gucci, Ermenegildo Zegna and Missoni will close the digital event on Friday July 17. As announced, the Ermenegildo Zegna brand will opt for a “phygital” format which will be revealed at 3 p.m. that day.
“Digital Fashion Week was born in response to social isolation and travel limitations imposed by the health emergency, but we also want it to be a dynamic solution to the complexity of the present, a functional and creative tool designed to be autonomous or to accompany the physical fashion calendar where we can resume the physical events, which remain essential to promote Made in Italy and the value of its manufacturing prowess, “said Carlo Capasa, president of Camera della Moda.
Capasa said the organization was a forerunner in terms of digitizing fashion week with the “China We Are With You” project launched in February to build a bridge with Chinese designers and operators who could not attend the fashion shows Milanese at the time. “Building on this initiative, we are presenting a revolutionary project for its ability to open up to a new audience that is part of the fashion community: a demography of end customers who flank professionals and who are often very young, who consume fashion through images and to whom [Camera della Moda] assumes the role of “fashion translator” of the hybrid language of society and creativity. “
In addition to the content of the brands, the digital platform will offer thematic virtual rooms developed under the artistic direction of Luca Stoppini, former artistic director of Vogue Italia. The rooms will be managed by industry personalities who will be invited to independently select culturally relevant content, linked to subjects ranging from sustainability and the link between craftsmanship and technological innovation to inclusiveness and diversity. .
The American journalist Alan Friedman will also direct an institutional room where he will dialogue with leading political, commercial and entrepreneurial personalities.
The platform will also include two sections dedicated to emerging talent, including the “International Hub Market” international scouting designers and the “Together for Tomorrow” area, named after the homonymous project launched in collaboration with Camera Moda Fashion Trust which has plan to support a new generation of designers in this complex economic environment.
A separate space will present single and multi-brand exhibition rooms, which can independently choose to give access to their collections to the public or only to operators in the industry.
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