Armani chooses Milan for the September couture show
Camera Nazionale della Moda Italiana announced that Milan Fashion Week will be held digitally in July as lockdown restrictions are starting to ease in Italy. With commerce starting to resume and factories beginning to re-open, Milan’s first digital fashion week will showcase the SS21 men’s collections, alongside women’s and men’s pre-collections for next spring.
Shortly after the announcement, Giorgio Armani revealed he is planning on choosing Milan as the destination for the September runway shows, as opposed to Paris, where they have been presented for years.
Many designers have already announced their catwalk calendars; the Armani men’s and women’s collections will be showcased in Milan this September, however, the format remains unspecified. The company is still working on the most appropriate approach to showcase its designs in the current climate, and the potential conversion to a digital format will be declared later down the line. The Armani Prive show, which was due to be held in July at Paris Couture Fashion Week, has been postponed to January 2021. Instead of its usual display in the French capital, Armani reveals that the show will be held at the company’s headquarters in Via Borgonuovo at Palazzo Orsini. A statement released by the brand describes the collection as ‘seasonless’ in order to showcase both garments suitable for winter, as well as ‘lighter pieces for summer’. The Armani Prive atelier is set to re-open for business in June 2020 , ready to display ‘a large repertoire of styles, both current and from previous collections’. The pieces will be available for personal alterations, with customers being able to swap fabrics and alter the shapes of the clothes.
For London Fashion Week, the British Fashion Council has announced the launch of a ‘gender-neutral digital fashion week’ in June ready to make up for the cancellations of Men’s shows. When it comes to the September shows, however, a decision is yet to be made regarding their development.
Some designers, such as Yves Saint Laurent, have announced a break from the fashion calendar. Ysl reports stated that brand will ‘lead its own rhythm’ and ‘take control of its pace’ during these uncertain times. Many brands are yet to disclose their approach regarding the traditional fashion calendar, but the industry is, undoubtedly, going through massive changes.
By Maria Bita