SS 2021 SHOWS: A MIX OF DIGITAL AND PHYSICAL

Milan and Paris fashion weeks presenting the SS 2021 season are poised to mix both formats – digital and physical. The Fédération de la Haute Couture et de la Mode confirmed that Paris Fashion Week would take place from Sept. 28 to Oct. 6 and Milan is expected to make a similar announcement soon. While everything is still up in the air, it looks like Chanel, Dior and Fendi are mulling to stage physical shows for SS 2021. Meanwhile, running from July 14 to 17, Milan Digital Fashion Week is starting to take form with 37 brands currently readying their new SS 2021 men’s line and men’s and women’s pre-collections. They include Gucci, Prada, Dolce &Gabbana, Alberta Ferretti, Ermanno Scervino, Salvatore Ferragamo, Tod’s, Dsquared2 Etro, Ermenegildo Zegna, Missoni, MSGM, Philosophy by Lorenzo Serafini and Plan C. Each brand will show based on a preferred format in a slot of one hour. For Cruise, Dior and Valentino, instead, have opted for physical audience-less shows to be held in Lecce and Rome, respectively, while Burberry will stage a “live physical presentation” in the British countryside. Though lately fashion shows were conceived to be digital friendly to reach out to a vaster public of aficionados, it certainly won’t be easy to replace the high-octane energy of physical shows with all the hype that revolves around the event, attracting crops of cool people, from journalists to influencers, from celebrities to retailers. A powerful moment that helps trigger the desirability, narrative and values of each brand.