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WHAT ABOUT FASHION WEEK? While some shows are back, there is no definitive answer to their future BY MONICA MATARAZZO
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HE COVID-19 PANDEMIC Nazionale della Moda Italiana (CNMI) brought irreversible conseannounced Milano Fashion Week quences to the fashion market, Digital. “The idea of this digital Fashpermanently changing the concept ion Week is to have something a bit of consumption. It is necessary to different from a normal Fashion Week. reframe the way the industry beIt’s something we thought of specialhaves, rethinking, for example, the ly for the digital world”, says Carlo Camajor environmental impacts of pasa, the president of CNMI. the events of a fashion week. Vogue Some brands are experimenting magazines from Italy and Portugal “phygital” shows – a hybrid mix of a launched covers that reflect the cursmall audience and live stream. Othrent situation and reduce concerns ers are taking a break and reevaluatabout consumption. ing the situation more carefully. “Saint Several countries are transformed Laurent will not present its collections into pure glamor to receive the bigin any of the pre-set schedules of gest names in fashion. Its newly cre2020,” the brand said in a statement. ated collections dictate trends for “Saint Laurent will take ownership of upcoming seasons and are presentits calendar and launch its collections ed in various parts of the globe to following a plan conceived with an disseminate the best in haute couup-to-date perspective, driven by creture throughout the world. The most ativity”. “Even if the current situation prominent fashion weeks are held has led to a great deal of innovation in five fashion capitals in the world: in online projects, nothing can reMilan, Paris, London, New York and place the physical event”, says Pascal São Paulo and this year, we’re seeing Morand, president of the Fédération a completely different scenario. de la Haute Couture et de la Mode In order to reduce impacts on (FHCM), the authority on French fashthe industry, many fashion shows ion and Paris Fashion Week. and brands have created their own What fashion shows will ultimately ROMINA BOGADO containment actions related to COlook like? We’re still learning and exNYFW for Custo Barcelona VID-19. Paris Fashion Week cancelled perimenting new approaches. In the menswear and scheduled live streaming events: no in-permeantime, let’s review the shows we love and hope they son shows, no celebrity guests, no crazy media circus. Over gradually comes back so we can all enjoy all the buzz, glitz in Milan, one of Europe’s coronavirus hotspot, the Camera and glamour!
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| AUGUST 2020
