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The first virtual edition of Milan Fashion Week will be held from 14 to 17 July. Nearly 37 brands will be present, with an average of ten per day. Also on the programme are two mixed physical fashion shows organised by Etro and Dolce & Gabbana.
© LVMH
More than a Digital Fashion Week, it is finally a Hybrid Fashion Week that will be held in Milan tomorrow.
Indeed, Dolce & Gabbana and Etro have made it known that they favoured a physical show to highlight their Spring-Summer 2021 men’s collection and the 2021 women’s resort collection in the prestigious Four Seasons Hotel.
This is a decision taken to send a positive message to the fashion industry, and to return to normal operations after this period of unprecedented crisis, Etro explained to the specialized WWD website.
However, this will not be a traditional show as the attending public present will be more limited than for previous editions.
The two brands will also broadcast the show live on the internet via the Camera Nazionale della Moda Italiana (CNMI) and on the platform of the Milano Digital Fashion Week of the two houses. A new show for this Fashion Week in partnership with Microsoft, Accenture and the New York Times.
In addition, each brand will have its own digital showroom. Etro and Dolce & Gabbana will organize their respective fashion shows in the morning and evening of July 15 at 10 am and 5:30 pm.
Fashionistas will be able to enjoy this unique and exciting moment on giant screens in the main squares and streets of the city.
Also note that MSGM will be opening up the show, followed by Prada, Moschino and Philipp Plein.
Featured photo: © Emilio Zegna
