Milan is the latest city to have opted for the digital streaming fashion week in July.
Dubbed ‘Milano Digital Fashion Week,’ the event is scheduled to take place from 14 to 17 July, and will showcase Spring/Summer 2021 menswear collections alongside both men’s and women’s Spring 2021 pre-collections.
Milan-based organisation Camera Nazionale della Moda Italiana (CNMI), will set up a digital platform for streaming which will be accessible through its website – www.cameramoda.it, as well as popular social media channels including Instagram, Facebook, LinkedIn, Weibo and YouTube.
The platform will provide viewers with “photographic and video content, interviews and backstage peaks to creative moments and alternative and unique viewpoints, all organised in a calendar with slots for each brand, the aim being to create a rich and varied palimpsest of use to all operators in the industry,” CNMI states in a press release, further emphasising that it will aid emerging brands with the creation of digital content as part of its ongoing support programme.
“The calendar will be further enriched by content such as webinars on themes of special interest to operators in the sector (accreditation required), live streaming of keynotes by important figures in the fashion system, and moments of entertainment/live performances,” the organisation said.
Alongside the Milano Digital Fashion Week’s showcases, one section of the platform will be dedicated solely to CNMI-accredited showrooms, which will be able to present their brands via photos and videos, with the objective of supporting Italian businesses through this first post-COVID-19 campaign.
Milan is the next city after London and Paris to have announced a digital fashion week amidst the global coronavirus crisis.
On 21 April, the British Fashion Council was the first national fashion organisation to declare a digital presentation of both its men’s and womenswear showcases under the London Fashion Week banner, through a single ‘genderless’ digital platform.
France’s Fédération de la Haute Couture et de la Mode also announced its plans of setting up a digital event slated for June, which will be “dedicated to image and communication.”
On 6 May, the institution further declared that it will also be organising “Paris Fashion Week Online,” which will present its usual calendar of runway shows via a digital platform, wherein “each [fashion] house will be represented via a creative film/video. Additional content will be included in an editorialised section of the platform, all of which will be widely shared on the main international media networks.”