Fashion proves once again to be the perfect interpreter of the contemporary times. It fully mirrors the challenges of today and offers its own response to them. First of all, it’s a cultural recovery, which serves as a driving force to encourage an economic revival. Many questions arise concerning the future development of fashion and its communication forms after the pandemic: its previous and contemporary evolution throughout the breaking point -given by the pandemics- leaves hope to a slow but consistent change gear towards a more flexible way of creating and consuming fashion, on one side, but also a more sustainable turn, with an eco-friendly imprint, on the other.

The Live shows as a symbol of Rebirth and Optimism

The September fashion shows are going hybrid. After the successful experiments by Jacquemus, Dolce&Gabbana and Etro in July, many brands have chosen indeed to go back to the physical show -with a limited number of professionals- and stream it online.
The president of Camera Nazionale della Moda Italiana Carlo Capasa highlights that the recent Digital Fashion Weeks have offered a dynamic, creative break, as much as a useful tool to face the challenges which aroused along with the Covid-19 health emergency, with social distancing and difficulty of traveling in the first place. Yet, the digital has been a temporary response, not a definitive solution: “[Digital fashion week] is designed to support, rather than replace, the physical fashion calendar, which will resume in September and will remain vital in promoting Made in Italy and the value of its manufacturing prowess“, told Capasa, as stated by Harper’s Bazaar.

The next Milan Fashion Week (Sept. 22nd-28th) will host then several physical fashion shows: among the biggest brands, we will see Giorgio Armani, Etro, Dolce&Gabbana, Prada and Fendi. The latter one has chosen Milan instead of its signature headquarters in Rome, where the show was originally intended to take place. In this sense, a physical fashion show wants to symbolize the recovering and the rebirth of Italy’s productive system in its entirety, and it intends to spread a message of positivity.
At such a sensitive time for the industry, the return of fashion shows represents a fundamental opportunity to enhance the excellence of Italian fashion and relaunch the whole sector“, a note from Fendi maison states. “An occasion that the Roman luxury house supports, in synergy with the other brands of Made in Italy and members of the CNMI [Camera Nazionale della Moda Italiana], starting from Milan, which in recent months has been hit hard and that now, also through fashion, is once again a symbol of revival for the whole country“.

Of the same mind, Miuccia Prada reckons the digital an interesting tool to experiment at a deeper level in view of future fashion shows. “I’m a supporter of the fashion show, but I will say that I really liked the intrinsic inclusivity of the videos, which are worth a deeper study“, she told

The Paris Fashion Week as well (Sept. 28th – Oct. 6th) will consist of an interaction between physical and digital. The Chambre Syndicale de la Mode will set a digital platform that will support the live events, held by Dior, among others, and Givenchy, which will unveil the debut collection by its new creative director Matthew Williams for men’s and women’s wear.
A more cautious approach is adopted instead by London Fashion Week (Sept. 18th – 22nd), with mainly digital events, among which there will be Burberry’s hybrid show on the 17th to start the dance.

The New York Fashion Week has been instead reduced to three days (Sept. 14th – 16th) due to the persistent Coronavirus emergency: the Runway360 platform will display the shows in a digital format, including Ralph Lauren, Tommy Hilfiger and Tory Burch.

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