At the end of Milan’s “Phygital” Fashion Week

Milan’s “phygital” fashion week ended Friday with the presentations of Missoni, Zegna and Gucci who offered a 12 hour “live stream” to their fans.

For this “GucciEpilogue“, the artistic director Alessandro Michele has chosen designers from the house to present his spring-summer 2021 collection, designed in a floral and hippie spirit.

Ermenegildo Zegna celebrated the 110th anniversary of the brand by parading in the gardens and then on the roof of the group’s site in Piedmont, while Missoni retraced the history of the family and its passion for colors.

 

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Zegna (@zegnaofficial)’in paylaştığı bir gönderi ()

Forty houses, including Prada, Tod‘s, Salvatore Ferragamo and Philipp Plein, had answered the call for this hybrid Fashion Week. Coronavirus pandemic requires, only two brands, Dolce & Gabbana and Etro, had opted for physical outdoor parades, with draconian health measures (wearing a mask, physical distancing …).

 

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Salvatore Ferragamo (@ferragamo)’in paylaştığı bir gönderi ()

The others presented videos of very different genres: teenager atmosphere for MSGM, refined and chic for Prada, concert by rapper AJ Tracey for Versace, history of the house for Salvatore Ferragamo, or discovery of the creation process in his studios for Tod’s in company of its creative director Walter Chiapponi.

Among the most successful films, that short and effective of Dsquared2: the Canadian twins Dean and Dan Caten appear as masters of ceremony on a movie set, with a first part in black and white for retro suits and ties tuxedos, and the second in color, with a summer sportswear collection.

A strange and effective atmosphere also for M1992 which makes its models evolve in a sort of post-Covid-19 psychiatric hospital with young people suffering from phobias, some of them very strange, such as fear of flowers. Philipp Plein played the model in the long film (11 minutes) of his brand, on the theme “Fashion is dead. The future is now”. “In this difficult time, we have to reinvent ourselves, we have to focus on craftsmanship and quality; there is magic in every beginning”, he emphasizes, adding: “I have always believed in my dreams and nothing and nobody can stop that, not even this virus “.

 

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Playmodes Studio (@playmodesstudio)’in paylaştığı bir gönderi ()

Reviewer overview

At the end of Milan's "Phygital" Fashion Week - /10

Summary

Milan's "phygital" fashion week ended Friday with the presentations of Missoni, Zegna and Gucci who offered a 12 hour "live stream" to their fans.

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