COVID-19 kills men’s fashion buzz in Milan

The nation press services
2021-01-16 | Since 2 Month

MILAN: A year after the last COVID-free catwalk shows in Milan, men’s fashion week begins on Friday, but without the buzz of its traditional audience of buyers, bloggers, celebrities and media.

 

As the pandemic continues to upend Italy’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 houses’ 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 Others such as Dolce & Gabbana have withdrawn entirely.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 men’s fashion event takes place with infections rising in Italy’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 “orange” by the government, which means that stores and most schools are closed, while a curfew remains in force at night.

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, Tod’s, Prada and Church’s, have opted for pre-records – 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, “the conditions essential to the realisation of our fashion show are not met.”

For the moment, no digital presentation is planned.



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