• Paolo Martinelli
  • 25/02/2021

After the New York’s and London’s fashion weeks, it is Milan's turn to surprise us with a “phygital” demonstration starting on February 23, in full respect of anti-Covid regulations.”

The Milan Fashion Week celebrations will use the media as tool of broadcasting. Filmed live but without an audience or prepared as short films, the entire show will be rigorously in steaming.


Milan Fashion Week | From February 23 to March 1

From February 23 to March 1, brands will show their collections through dedicated platforms on their institutional sites and on their social channels.

A large screen in the Milan centre will broadcast the parades live. In addition, some of the best-known international influencers will share the platform link on their social media profiles, to amplifying the event’s resonance.

As opposed to the social gatherings that characterized Fashion Week in the years, with more than 1,000 people down the catwalk in the occasion of galactic brands’ presentations, many times unnecessarily mundane.

A new way to show

But all this was yesterday, a year ago, when the fear of the pandemic also affected Milan and that, later, put the entire fashion sector into trouble.

The final calendar for Milan Fashion Week 2021 includes 68 fashion shows (of which only two live), 65 presentations and 7 events. The parades will begin on February 24 and all will be in digital format with two exceptions: Del Core, on Wednesday February 24 at 3:30 p.m. and Valentino, on Monday, March 1 at 2:00 p.m.

Apart from the notorious absence of Versace, who decided to present his collection online on March 5, superimposed on Paris Fashion Week, and that Gucci, which now parades outside the official seasons, the event will feature the participation of the main names of the made in Italy.

The most anticipated events are undoubtedly the debuts of the "new entries" at Milan Fashion Week such as Brunello Cucinelli, Alessandro dell'Acqua x Elena Mirò, Onitsuka Tiger, Del Core and the parades of historical Italian brands such as Fendi, Valentino and Dolce and Gabbana.

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