The four Fashion Capitals say no to men's fashion shows for June 2020. New York, London, Milan, and Paris postpone men's fashion weeks to September, together with women's fashion weeks. The French capital also announces the cancellation of the week dedicated to Haute Couture, which would be held between 5 and 9 July.
The first cancellations
These are not the first fashion events to be cancelled, even before a lot of masons have been forced to cancel their Resort presentations regulated for April and May. Prada had already cancelled the Tokyo fashion show in February, which withdrew their fashion week afterward scheduled for March 16-21. Even the Olympic games have been postponed to data to be confirmed. We sadly had to say goodbye to Chanel in Capri, Dior in Lecce, Ermanno Scervino in Montecarlo, MaxMara, in St. Petersburg. There are still those brands that do not cancel yet but postpone it, like Giorgio Armani, with his Cruise parade in Dubai scheduled for November.
June: no men's fashion weeks
It is on a quarantine Friday evening, the 27th of March 2020, that following a video conference held between the CNMI, the FHCM, the BFC, and the CFDA, the news arrives. The National Chamber of Italian Fashion, the Fédération de la Haute Couture et de la Mode, the British Fashion Council, and the Council of Fashion Designers of America cancel the June shows. "The decision was necessary due to the difficult situation caused by the spread of the COVID-19 pandemic," explains the note from the Italian Chamber of Fashion. "The spread of the COVID-19 epidemic, which is spreading around the world, requires strong decisions to protect our homes, their employees, and everyone who works in our industry." says the French Federation.
New sales methods
This is why the male presentations will be added to those of the female edition in September, but they will be virtually anticipated in June anyway. With an innovative sales campaign, CNMI promises, even though with reduced staff, ready collections. These will be presented through new technologies and b2b and b2c platforms, from which will benefit 800 showrooms in the Italian fashion capital. The president Carlo Capasa highlights the experience of the "China We Are With You" project. With which during the February fashion week, he allowed Chinese buyers who were unable to attend the shows to attend the in streaming instead of physically and collecting 16 million users on the Tencent platform and another 9 million on Sina Weibo (Chinese hybrid app between Facebook and Twitter).
The same method, the only one allowed, follows Shanghai for its fashion week that is taking place these days. Streaming and instantly shoppable fashion shows for 150 Chinese brands and more, broadcast on Tmall and Taobao. About security regulations, will Italy follow the Chinese pattern?
Indeed, the virus will slow everything down; the economy is already suffering. As the trend-forecaster said, at the annual Design Indaba Conference held in Cape Town in late February, it is as if the virus is a grace for our planet. The Dutch publisher and design curator has always been an ambassador of the message: A better world through creativity. So, he sees this pandemic as a lesson for all of us to slow down a production that was reaching levels never seen before.
Yes, this pandemic has slowed everyone's lives and will teach us something.
By Pamela Romano