MILAN: A year after the last COVID-free catwalk shows in Milan,
menâ€™s fashion week begins on Friday, but without the buzz of
its traditional audience of buyers, bloggers, celebrities and
As the pandemic continues to upend Italyâ€™s crucial luxury
sector nearly 12 months after it first swept through the country,
fashion houses have turned to technology to showcase their
fall/winter 2021-22 collections.
Shows will be broadcast live on the fashion housesâ€™ own
websites or be replaced with pre-recorded presentations, short
films and other artistic projects. Others such as Dolce &
Gabbana have withdrawn entirely.
The four-day menâ€™s fashion event takes place with
infections rising in Italyâ€™s Lombardy region with a return a
full lockdown possible as early as the weekend.
Lombardy, whose capital is Milan, is one of five in Italy
classified â€œorangeâ€ by the government, which means that
stores and most schools are closed, while a curfew remains in force
Among those opting for live shows to be broadcast by the fashion
houses are Fendi, Etro and Kway.
Most other brands, however, including Ermenegildo Zegna,
Todâ€™s, Prada and Churchâ€™s, have opted for pre-records
â€“ choices that allow for creative freedom but lack the
immediacy and drama of live shows.
Dolce & Gabbana, which was originally scheduled to offer a
traditional runway show on January 16, announced on Monday its
decision to pull out entirely.
In view of COVID-19, it said, â€œthe conditions essential to
the realisation of our fashion show are not met.â€
For the moment, no digital presentation is planned.
Source: FS – All – Interesting – News
COVID-19 kills menâ€™s fashion buzz in Milan