Streaming fashion seemed a concept as far away from the mind of every exponent of the trendy jet set until some time ago; due to COVID-19, on the other hand, it was necessary to make a leap forward in time and arrive at pies equal to what promises to be the future of the fashion system. In fact, the first digital fashion week in Milan has just ended, inaugurated by the mayor Beppe Sala so “Milan is Fashion and Fashion is Milan. The time has come to react, to make the city live, to reinvent itself and build a new normal ”. A new normality is precisely what fashion is going against, a normality that perhaps more than new is perhaps required as stated by Carlo Capasa, President of the National Chamber of Italian Fashion: “This event was born as a response to social distancing and difficulty to travel imposed by the world health situation ”. But will the health situation, once curbed, make everything return as before? Why could we not instead be faced with real democratization of fashion? Milan Digital Fashion Week has in fact given anyone the opportunity to peek through the backstages of the fashion shows, admire the looks in a live front-row and get an idea of what will be the trends of next year, without having to learn them from any intermediary. Positive or negative it is, this is a judgment that we leave to you, the truth is that this Digital Fashion Week has been much more successful than the previous ones, obviously complicit in the social networks that have made themselves ambassadors. Many more people have been involved in the construction of the fashion system, giving the possibility, even to those who have never had it, to know a reality that too often appears distant and intangible. The engagement created by the streaming of the fashion shows has given way not only to brands to explain the values at the heart of the collections to a wider audience but also to enthusiasts to feel part of a world that is often considered too snobbish. To draw conclusions, perhaps it is too early, we will see in a few months if fashion decides to continue riding this democratic wave or will return to taking on the charm of the unreachable; in the meantime, for those who missed them, here are some of our favourite “shows“, if you can still call them so, of this first MILANO DIGITAL FASHION WEEK:
GUCCI EPILOGUE
Interpreted by the style office team, Gucci Epilogue promises to be a joyful experimentation, aimed at overturning the rules and anticipating what, as the name itself says, will be the epilogue of fashion. The epilogue of Alessandro Michelebegins from the backstage anticipating to everyone (behind the scenes was also streamed live) what the show will be. The models that arrive and get ready, the dressers who make up the looks masterfully prepared by the designers and the shots set in various locations of Palazzo Sacchetti in Rome. Flowers, monogram prints, stripes and checks alternate in looks that mix men’s and women’s fashion, in a new and incredible attempt to use fashion as an experimental laboratory and eliminate the distances between public and brand, now aware of everything is behind the creations. Look at it here
MSGM
“I don’t know where, but together” is the new hymn launched by the beloved Milanese brand MSGM. Trust, positivity, passion and poetry are the values that according to the creative director, Massimo Giorgetti, should become essential after this strange and sad period. The collection, exceptional ambassador of these values, is made of pastel colours and light textures, bandana patterns and floral patterns and an incredibly teen and fresh style; as anticipated by the launch video of the collection published on social networks by the brand. The guest of honour? A completely sustainable capsule that makes us believe that, perhaps, these values are more concrete than ever. Get excited with the MSGM video
PRADA
Highly awaited and iconic, Prada unveiled its Multiple Views SS21 Collection during this DIGITAL FASHION WEEK. An unpublished collection told by five creatives (and what creatives!): Terence Nance, Joanna Piotrowska, Martine Syms, Jurgen Teller and Willy Vanderperre, who captured in their own way the different looks and aspects of this new collection, to put them together in a five-chapter film. The heart of the collection is the universe of Prada values, its quintessence and the interpretation of the brand as a lifestyle made at the same time of formality, tradition, class, innovation, futurism and sportswear.
VERSACE
Rap e unconventional is the Versace Flash Collection presented during this Digital Fashion Week. The collection, available online and in boutiques starting from August, was launched together with the new single by the English rapper Aj Tracey, during the live from Milan. On the notes of the song, some models have revealed a series of looks that all have to do with the brand’s DNA, the iconic symbol of Medusa and its most famous patterns.
PHILOSOPHY BY LORENZO SERAFINI
The fresh and super glam style, made of puffed sleeves and reinterpretations of denim was the common thread followed once again by Lorenzo Serafini for the Philosophy SS 21 collection. Traditional patterns, such as the resumed Pied de Poule, have joined cuts unconventional and new garments such as Bermuda shorts and wrap dresses.
MOSCHINO
Once again the spokesman for the “Fun In Fashion” movement owes Moschino the credit for having given this Milan Digital Fashion Week an extremely pop and colourful aura. A joyful tribute to fans of the brand and to the whole world, made of unusual geometries and an iconic and timeless pattern that has become the protagonist of the entire collection: the polka dots. Revisited in a thousand colour variations on mini dresses, jackets and suits, the polka dots are the joyful pattern par excellence, which is once again confirmed as a very trendy one.