After London and Paris, it is the turn of the Milan Digital Fashion Week to take over, in a hybrid format that mixes the digital and the physical. From today, July 14 to Friday, July 17, about 37 brands will present their men’s collection for spring-summer 2021 at the rate of about ten presentations a day. Fashion will take over the city by broadcasting videos on giant screens in the main squares and streets.

As in London and Paris, the Italian National Chamber of Fashion (CNMI) has developed a digital device that offers multiple content thanks to the support of Accenture, Microsoft and PwC, as well as an international partnership with the New York Times. In addition to the official calendar with video presentations of the brands, you will be able to access different pages or “pieces” just like at home. Thus, there will be “thematic pieces” entrusted to personalities of culture and digital technology, an “institutional piece” with interviews with entrepreneurs, and two areas dedicated to young creation, the International Hub Market and Together for Tomorrow. Finally, each brand will have its own digital showroom visible on the CNMI platform through a dedicated section.

MSGM will open the program on Tuesday, along with Prada, Moschino and Philipp Plein as the highlight of this first day. The following day, Wednesday, will be marked by the only two shows that will take place physically, in the presence of some guests and that will be broadcast live on the web. In the morning, at 10, Etro will present its men’s collection and its women’s pre-collection for the summer of 2021 at the central and prestigious Four Seasons Hotel, while Dolce & Gabbana will close the day at 17:30, parading through the gardens of the university campus of the Humanitas Hospital.

Other prominent designers such as Ferragamo will be shown on Thursday at 1pm, followed by Tod’s and Dsquared2, while on the last day, Friday, Gucci will present their “Epilogue” online at 2pm. m., the final part of his reflection on the ritual of the parade started last season. After their digital performance, Ermenegildo Zegna and Missoni will close the Milan Week.

Source: Fashion Network