MilanFashionWeek to go digital with a special July edition.
will be happening in a new digital format, intended to unite Italian fashion designers and promote their messages across virtual platforms. “The idea of this digital Fashion Week is to have something a bit different from a normal Fashion Week. It’s something we thought of specially for the digital world,” Carlo Capasa, the president of the Camera della Moda, tells.
“It’s something very mixed,” Capasa continued. “Everybody can decide their own message. The advantage is that in a digital world, you are completely free. You find your way of expression. We said to everybody, ‘You have from one minute to 15 minutes, and you decide what you want to show.
Officially named Milano Fashion Week Digital, the online-only Fashion Week follows in the footsteps of Shanghai Digital Fashion Week and Helsinki’s virtual Fashion Week this April and will follow London’s digital Fashion Week. From July 14 to 17, the Camera della Moda will use its website and its social media platforms to broadcast the message of Italian fashion around the world. There will also be virtual showrooms and panels.
The Camera president insists that a digital fashion week cannot—and should not—replace the physical shows that are still scheduled, in some capacity, for September. “This does not exclude the fact that in September we are going to have, we hope, an almost regular fashion week,” Capasa says. Come September, you will certainly find a Giorgio Armani show.
“Most of those collections in July, they will be small collections because the time is limited. We had our factories closed very long. But I think some collections can be small, but significant. I actually think today, it’s almost better to have a small but significant collection,” he concludes.
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