Heavily impacted by the health situation, Milan Fashion Week has shown remarkable ingenuity in presenting its collections amidst the challenges. Despite the absence of physical audiences and restrictions on gatherings, fashion brands have found innovative ways to showcase their designs and engage with their audience.
The collaboration between Raf Simons and Miuccia Prada was highly anticipated, and their Spring/Summer 2021 collection was presented in a unique manner. The entire runway was captured by multiple cameras and streamed online, allowing viewers to experience the show virtually. After the show, Raf Simons and Miuccia Prada engaged in a virtual conversation with their brand community, answering questions submitted by users prior to the event. This dialogue covered topics such as the role of fashion as a catalyst for change, emphasizing the designers’ commitment to fostering meaningful conversations.
Jeremy Scott, known for his unconventional approach, introduced puppets as a playful element in his fashion show video. In this lighthearted backstage setting, he interacts with his own puppet while other puppets representing notable figures, including Anna Wintour, observe the show. The puppet models then take to the catwalk, creating a whimsical yet engaging experience that adds a unique twist to the traditional fashion show format.
Giorgio Armani presented his collection through a documentary prelude, allowing viewers to delve into the brand’s history and iconic creations. The documentary featured contextual introductions narrated by renowned actor Pierfrancesco Favino, along with appearances by Giorgio Armani himself, Cate Blanchett, Isabelle Huppert, and the mayor of Milan, Giuseppe Sala. This approach provided a beautiful way to build anticipation and showcase the brand’s heritage before revealing the new collection.
Versace made a significant stride towards inclusivity by featuring three plus-size models on the catwalk for the first time in the brand’s history. Jill Kortleve, Alva Claire, and Precious Leen represented a more diverse and realistic image of beauty, signaling a positive direction for the fashion industry. The decision was met with praise from both the press and the general public, as it reflected a growing demand for inclusivity in the fashion market.
Designer Francesca Liberatore took a charitable approach at her fashion show by incorporating an auction after the presentation. Models reappeared on stage in groups of four, and an auctioneer initiated a bidding process for the pieces via his phone. The goal was to donate all proceeds to the non-profit organization Golfini Rossi, which focuses on improving health, education, and social conditions in Africa. This innovative twist on the “see now, buy now” concept showcased the brand’s commitment to social impact.
Gucci, on the other hand, decided to step away from the official fashion week calendar but still generated significant buzz with its own parallel news. The brand teased an upcoming collaboration with outdoor brand The North Face through a campaign featuring vast landscapes but without faces or silhouettes. This departure from the traditional runway demonstrated Gucci’s desire to explore new avenues and maintain its reputation as an outsider in the fashion world.
These initiatives showcased during Milan Fashion Week exemplify the resilience and creativity of the fashion industry in the face of adversity. Brands embraced new ways of connecting with their audience, championed inclusivity, supported charitable causes, and experimented with alternative formats for presenting their collections. As the fashion world continues to navigate the changing landscape, it is clear that innovation and adaptability will remain crucial.
Useful links:
1. Vogue Business: Milan Fashion Week in the era of Covid-19
2. Business of Fashion: Milan Fashion Week’s diverse approaches
