.EtroOfficial has decided to go physical during the upcoming Milan Digital Fashion Week.
Etro has decided to go physical during the upcoming Milan Digital Fashion Week, running July 14 to 17.
“We decided to organize a physical runway show to telegraph a strong message of positivity, which is something that the fashion industry and Milan definitely need,” said Etro men’s creative director Kean Etro. “I think that after the lockdown, we are all learning to live our lives in a different way, immersing ourselves in a new reality that enables us, following specific instructions, to stay alive.
“After all, we already restarted with new standards in the manufacturing laboratories and in the factories, as well as in the offices and in the stores. We learnt how to establish social interactions and it’s time to do the same with fashion presentations,” added Etro.Following the coronavirus emergency and the global lockdowns, as many other companies, Etro decided to revamp the structure of its collections.
The runway show will be also available for a wider global audience since the Camera della Moda and the Etro digital platforms will livestream it.
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