Milan Fashion Week Men's to kick off with phygital format on 14 July
After London and Paris, it's Milano Digital Fashion Week's turn to hit the catwalk, taking on a hybrid format that mixes digital and physical elements. From Tuesday 14 July to Friday 17, some 37 brands will unveil their menswear collections for Spring/Summer 2021, with around a dozen presentations being shown per day. Fashion will also take over the streets of the Lombard capital, with videos that being projected on giant screens in the city's major squares and avenues.
As in London and Paris, the Camera Nazionale della Moda Italiana (CNMI) has created a digital platform offering a range of different content, thanks to the support of Accenture, Microsoft and PwC, as well as an international partnership with The New York Times. Along with the official calendar of video presentations made by brands, visitors to the platform will also be able to access different pages or "rooms".
There will be "thematic rooms" devoted to cultural and digital personalities, an "institutional room" featuring interviews with businessmen, and two spaces dedicated to emerging design: the "International Hub Market" and "Together for Tomorrow." Each brand will also have its own digital showroom, accessible via the CNMI platform.
MSGM kicks off the proceedings on Tuesday, an opening day the high points of which include the Prada, Moschino and Philipp Plein shows. Wednesday will feature the only two shows set to actually take place in a physical format, with a handful of guests, while also being live streamed online.
At 10.00 AM, Etro will unveil its menswear collection and its womenswear pre-collection for Summer 2021 at the prestigious Four Seasons Hotel right in the centre of Milan, while Dolce & Gabbana will bring the day's events to a close at 05.30 PM, with a show hosted in the gardens of Humanitas University.
Thursday will see shows from big names such as Ferragamo (01.00 PM), Tod's and Dsquared2, while on Friday, the last day, Gucci will present its "Epilogue" at 02.00 PM, concluding the reflection on the ritual of the runway that it began last season. Following this digital performance, it will fall to Ermenegildo Zegna and Missoni to close Milan's first menswear fashion week.
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