The first ever Milan Digital Fashion Week starts today (July 14th, 2020) with over 40 Italian fashion houses showcasing their latest collections digitally across the world.
The event was opened via a live press conference this morning hosted by Carlo Capasa, Chairman of Camera Nazionale della Moda Italia alongside Giuseppe Sala, The Mayor of Milan and Carlo Maria Ferro, President of ICE Agenzia.
The three-day event will see fashion Houses present the men’s spring/summer 2021 collections as well as women’s pre-collections.
Brands including Prada, Alberta Ferretti, Tod’s, Gucci Missoni and more will showcase their latest collections through the digital platforms, while others such as Dolce & Gabbana and Etro will broadcast live digital fashion shows via a video link.
During this morning’s live press conference Mayor of Milan, Giuseppe Sala said: “I want to recognise the value of the fashion world which is fundamental for many reasons. Milano is fashion and fashion is Milano. You (fashion industry) tackle the most critical issues of our society. Fashion means many things and that is the reason why fashion is undisputed in Milan.
We will be with you at any time during this critical time. We have to make the best of the circumstances and now so we go digital. It is something different, but we believe that it’s not the case that we should come back to business as soon as possible. We have to look for a new, different normality after the lessons we have learned over these months.”
With the full support of the Milan community, the presentations will kick off today with offerings from MSGM, Prada, Alberta Ferretti, Moschino and more. Over 40 designers will take place in the event showcasing their collections in many different ways.
“The fashion industry is experiencing a drop between 20 and 30 per cent so it’s a very difficult time for the industry but this digital fashion week wants to give a message of positivity, hope and trust.” Said Carlo Capasa, Chairman of Camera Nazionale della Moda Italia
Designers are free to express themselves in different ways through the platform. It could be a video, performance, digital event. There will also be special content broadcast live talking about some of the most significant issues of the industry.
In this morning’s press conference Carlo Maria Ferro President of ICE Agenzia spoke of the importance of the fashion industry to the economy of Milan and particularly SME businesses.
“The Italian fashion industry is the second largest exporter in the world for fashion but the first in terms of quality and design and we are leading the way worldwide in terms of sustainability.”
He spoke of the need for two points in the recovery fromCOVID-19: Reaction: the way in which the city recovers and Vision: a new way of doing things moving forwards.
This digital fashion week is the first step in the new normal when it comes to Milan fashion week and will allow not just the elite but everyone to experience the best of Italian fashion.
The event runs from 14 to 17 July, 2020 and presentations and shows can be found here