Milan Fashion Week which will take place early next year will likely continue to use the virtual stage due to the coronavirus, organizers announced on Wednesday (11/11).
The Italian Chamber of Fashion announced the men’s show will take place from January 15 to 19, while Women’s Fashion Week will be held from February 23 to March 1.
“Fashion shows will become more digital or more physical, depending on the evolution of the pandemic,” the Italian Chamber of Fashion Chairman, Carlo Capasa, said at a conference at the Pambianco Summit for the fashion industry being held online this year.
Fashion is the second largest manufacturing industry in Italy and has been hit hard by the global pandemic.
Fashion houses have to rethink their marketing strategies and improve their digital offerings, and event organizers have to innovate.
Milan’s last fashion week was held in September 2020, which 156 collections were presented between online presentations and physical fashion shows, resulting in around 45 million views, Capasa said.
According to a survey by Confindustria Moda, the sector’s main employer group, industry in Italy lost €29 billion ($34 billion) in global revenue in the first nine months of this year.
In the third quarter, surveys recorded fashion companies have experienced 27 percent drop in sales, following 36 percent first quarter and 39 percent declines in the second quarter, Confindustria President Moda, Cirillo Coffen Marcolin said.
Last month, the British Fashion Council canceled Men’s Fashion Week in London – which had been scheduled for January -, due to the pandemic, Brexit and other reasons. Instead, they encourage male designers to take part in women’s week from February 19 to 23.