Milan Fashion Week To Go Digital This July In Wake Of COVID-19

by Gizel Menezes
Milan Fashion Week To Go Digital This July In Wake Of COVID-19

In an attempt to unite Italian fashion designers and promote their messages across virtual platforms, the Milan Fashion Week is going digital this year in July! Woohoo!

The moves comes in the wake of the coronavirus pandemic, which has led to lockdown measures in many countries and a health crisis worldwide.

Milan Fashion Week Goes Digital

Officially named as the Milano Fashion Week Digital, it is slated for July 14-17 and will showcase the 2021 Spring/Summer men’s collections and the 2021 Spring/Summer men’s and women’s pre-collections.

The fashion week will also have a digital platform, where the audience can have a sneak peek into its various showrooms. These include photo and video content, webinars and live streaming of keynote speeches and backstage interviews with designers. All of this will be available on all social media platforms, including Weibo and YouTube and the official site of the National Chamber of Italian Fashion.

This digital version of the fashion week comes after an extraordinary response to the Milan Fall 2020 ready-to-wear shows in China, which were also digitized and drew around 17 million live viewers on Tencent and 9 million on Weibo.

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Image Courtesy: Lifestyle Asia

The Digital Edition Hopes To Boost The Struggling Fashion Industry

As the luxury fashion sector struggles to make a comeback, this digital format is aiming to help large and small designers, who are largely affected by the coronavirus. It also hopes to inspire consumers to be more conscious with their spending and travel habits and also seeks to encourage brands to use resources sustainably.
While we cannot think of an entirely digital fashion week, physical shows for the Fashion Week are at the moment scheduled, in some capacity, for September.
Similarly, The French Federation of Haute Couture and Fashion has also announced its online presentation of Spring/Summer 2021 men’s ready-to-wear, which will be streamed from July 9 to 13.