Milan Fashion Week Announces That It Will Go Completely Digital In July
Giorgio Armani acknowledges the audience at the Giorgio Armani fashion show during the Milan Men’s Fashion Week Spring/Summer 2020.
Photo: Getty

In an effort to unite Italian fashion designers and promote their messages during the current COVID-19 pandemic, Camera Nazionale della Moda Italiana has announced that it will be adopting a new digital format for its shows in July with a new official name—Milano Digital Fashion Week.

Taking place from 14 to 17 July 2020, it will be following in the blueprints of Shanghai digital Fashion Week and Helsinki’s Virtual Fashion Week, as well as London’s Digital Fashion Week happening in early June. 

Milan Fashion Week, which usually takes place during mid-June, is now open to menswear and womenswear designers. It is expected that some designers will be showing their resort 2021 collections, while others will be showing their men’s spring 2021 lines. The digitised fashion week will be complete with photo and video content composed of interviews and behind-the-scenes moments—which will all be available exclusively online.

Though many fashion insiders and enthusiasts alike have questioned the relevance of physical fashion shows, championing digital fashion shows, it would seem that we can still expect one in September—at least in Milan. Italian fashion designer Giorgio Armani has announced that both his eponymous label and the Emporio Armani brand will show women’s and men’s spring 2021 at Milan Fashion Week, slated for September. 

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