WHAT ABOUT FASHION WEEK?

WHAT ABOUT FASHION WEEK? While some shows are back, there is no definitive answer to their future

BY MONICA MATARAZZO

THE 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 ROMINA BOGADO What fashion shows will ultimately containment actions related to CONYFW for Custo Barcelona look like? We’re still learning and exVID-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!

MODEL: ROMINA BOGADO | RETOUCHER: IGOR SAMPAIO | PHOTOGRAPHER: FLÁVIO IRYODA

NEW YORK FASHION WEEK was the first fashion event worldwide. Initially, in 1943, it was known as Press Week. Today, it receives the biggest names in the fashion world, such as Calvin Klein, Ralph Lauren, Salinas and Boss, among almost 100 stylists, brands and designers. The event has two annual editions. One of them is held from the first Thursday of February, in which the trends for fall / winter are presented. The second edition starts on the first Thursday of September, presenting the spring / summer trends.

LONDON FASHION WEEK was born after the NYFW, having its first edition in 1984. But it was in 2010 that the event became the most fashionable fashion week in the world, even surpassing Tokyo fashion week. Today it has several names like Alexander McQueen, Burberry, Vivienne Westwood, among several other highly respected brands. During the five days of the event, it is possible to honor, in addition to the wonderful fashion shows, several exhibitions, shows, parties and other events with important artists.

MILAN FASHION WEEK Milan, the capital of fashion! Milan Fashion Week had its first edition in 1958 and has since been organized by Camera Nazionale dela Moda Italiana. The biggest brands in the world, such as Giorgio Armani, Dolce & Gabbana, Versace, Gucci, Prada, Roberto Cavalli, Fendi, Alberta Ferreti, Emporio Armani, Salvatore Ferragamo, Bottega Veneta and Emilio Pucci, parade on their runways. This super event is divided into 4 editions, of which January and June are for men’s fashion, and in February and September the women’s fashion shows take place. PARIS FASHION WEEK The first edition of the event took place in 1973 and is organized by the French Fashion Federation. Paris Fashion Week is the last of the fashion weeks and brings with it great names such as Chanel, Louis Vuitton, Dior, Miu Miu, Alexander McQueen, Yves Saint Laurent, Hermès, Jean Paul Gaultier and the Brazilian brand of Pedro Lourenço. The event is held every six months with the presentations of the spring / summer and fall / winter collections. Also, speaking of Paris, we have the Haute Couture Week, which is another great Parisian fashion event and usually takes place in January, presenting the fall / winter collections, and in July with the spring / summer collections. Major brands such as Chanel, Christian Dior, Chanel Joaillerie, Valentino and other big names in the cream of world fashion are taking part in the week.

SÃO PAULO FASHION WEEK the largest Brazilian fashion event and also the most important in the Southern Hemisphere. But it doesn’t stop there: the event quickly became one of the biggest fashion weeks in the world, together with those already mentioned previously. The event started in 1995, and was an evolution of Phytoervas Fashion, which brought together young Brazilian designers between the years 1993 and 1997. SPFW’s main focus, in addition to publicizing the work of Brazilian designers, is also to organize the country’s fashion production and launch it to the world. The good news is that it has been working very well!

CHELYABINSK, RUS SIA