On May 6th, Camera della Moda has announced the first Milano Digital Fashion Week, from July 14th to 17th. The measure comes as a necessary response to social distance requirements. Brands will be able to present on a digital calendar their Spring-Summer 2021 collections. The project is based on the platform “China, we are with you”, launched in February to allow Chinese to follow the fashion shows. Back then, ore than 25 million people who were able to remotely watch the events.

Camera della Moda will launch a digital platform to share photographic and video content, interviews and backstage of Milano Fashion Week. Organized in a calendar with slots dedicated to each designer, designers will broadcast the events live. Together with the presentation of the collections, there will be a section within the platform dedicated to showrooms. The aim is to connect media, buyers, and the entire fashion community to make business.

In order to better understand this new path for fashion industry we spoke with Sergio Curadi Naumann, founder of AVRIO, a Design Crossmedia Factory. “I am working on a project to manage live streaming also for presentations in showrooms. We will take photos with robotic cameras. That will allow one or more customers to connect remotely through our platform”, says Curadi. They want to provide a solution to replicate as much as possible all the activities and processes of pre-sale, presentation, and post-sale. “The pandemic has certainly hit the fashion industry. We saw for the first time several shows on streaming behind closed doors. We need to explore all the potential offered by digital. Furthermore, we have to try to use the live streaming solutions to overcome this crisis”, explains the AVRIO founder.

A brand-new September Fashion Week

Gucci is stepping away from the seasonal calendar for good

Photo: GQ Australia

“I am not a deserter, but a conspirator” said Alessandro Michele about the plans for the Gucci post-pandemic. On a video conference, he shared the decision to cancel three of the annual fashion events. “Doing 5 shows is no longer acceptable (2 for men, 2 for women and 1 cruise)”. Michele explains that getting out of the hypertrophic cycle of the pre fall cruise shows and so on “it is not a desertion but an invitation”.

“I haven’t talked about it with other brands. Unfortunately there is no great dialogue in fashion. But there is mutual respect, I said what I will do, expecting a virtuous aggregation”, reiterates the creative director. From now on, there will be two fashion shows per year. On Gucci’s website there will be a MX space that will host part of the genderless collection. And for September, no fashion show but some suggestions: “Put the autumn/winter season back in winter (August/January) and spring/summer season back in summer (February/July). Create a more balanced flow of deliveries through the season to provide newness but also time for products to create desire. Finally, discount at the end of the season – January for autumn/winter and July for spring/summer”, says Michele.

Giorgio Armani and his new fashion calendar

Photo: WWD

In February, amid the Italian Covid-19 sanitary crisis, Giorgio Armani held his signature brand’s women’s fall show behind closed doors. The show was filmed in an empty theater, without press and buyers and broadcast live. In September, Giorgio Armani and Emporio Armani man and woman Spring-Summer 2021 will be presented together in Milan. The date and way still to be defined.

Armani postponed to January 2021 the Armani Privé show. It would be held in July at Couture Fashion Week in Paris, and now it will in Milan at the brand’s Palazzo Orsini. The collection will be “seasonless, including garments suitable for winter as well as lighter pieces for summer”. Armani also announced that starting from June 2020, the tailoring services will be available to customers: a large option of models, both from current and from previous collections, will be suggested based on client’s choices. Customers will be able to see the clothes by appointment, as it already happens during the year in the atelier.