As part of Milan’s digital fashion week in July.

By Balthazar Malevolent


Milan's governing institution for fashion, the Camera Nazionale della Moda Italiana, has confirmed the schedule of designers to display their new collections as part of a digital fashion week in July, as a substitute for conventional fashion shows canceled due to the COVID-19 pandemic.

Gucci - Milan Fashion Week.

Some of the biggest Italian labels are included in the schedule: Prada, Gucci, Ermenegildo Zegna, Missoni, and Salvatore Ferragamo are among the labels which are confirmed to be present. Some brands will showcase collections of Spring/Summer 2021, while others will focus on Cruise and Pre-Collections.

Many of the most revered names in Milan, though, are also notably absent. Marni, Fendi, and Giorgio Armani are missing, while labels like Bottega Veneta usually opt out of the Summer men's shows in favor of presenting in September.

Since lockdowns were introduced as a consequence of the COVID-19 pandemic, all the major fashion capitals were forced to find new ways to allow designers to present themselves. London Fashion Week was replaced by a digital portal that received a timid response from the press and buyers, although some designers found ways to create excitement.

The Paris menswear shows, which were scheduled to take place last week, will be replaced by a virtual event named Whispers of Paris, set to be held from 9-13 July. The list of participating designers has still not been confirmed.

The shows in Milan run from July 14-17, with the Prada show taking place on July 14 at 14:00 CEST, and the Gucci presentation on July 17 at 14:00 CEST. The full program can be viewed on the website of the Camera Nazionale della Moda Italiana.

We are waiting for the list of Paris Fashion Week's participating designers to be confirmed ASAP! Stay tuned, we will keep you updated! Are we going to see Rick Owens, Mugler and Courreges defiles this season?!

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