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Unlike in Men's Week in July, when with the
exception of one open-air event by Dolce & Gabbana, Italy's
fashion industry opted for digital-only showings, a third of the
64 women's and men's spring-summer collection shows from Sept.
22-28 will be live with protective measures.
"It was a courageous choice", Carlo Capasa, chairman of Italy's
National Fashion Chamber (CNMI), said on Thursday at a digital
news conference.
But many major brands are opting for virtual or closed-door
shows, accepting the loss of the live experience as the cost of
keeping buyers and staff safe.
Fashion houses around the world have been experimenting with
different formats as they seek to maintain the glamour and
excitement of their catwalk shows in an era of face masks and
social distancing.
Giorgio Armani, the first Italian designer who decided to show
behind closed doors in February when the health crisis was
beginning in Italy, announced two events for September, both
without guests.
Emporio Armani collections will be presented digitally, while
the group's core brand, Giorgio Armani, will be broadcast on
free-to-air television on Saturday evening with the aim of
opening up to a wider public.
The long-awaited debut of Belgian designer Raf Simons alongside
Miuccia Prada will also have no guests, with live streaming
online, live private screenings and virtual viewing events in
different cities around the world.
The COVID-19 emergency has also brought Italian brand Valentino
to Milan from Paris. "We feel that it would be more ethical to
produce the new show in Italy, in Milan," Chief Executive Jacopo
Venturini said. The group has not yet revealed how the show will
be managed.
(Reporting by Claudia Cristoferi; Editing by Janet Lawrence)
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