Ermenegildo Zegna leaves, at least for now, Camera della Moda. Instead of presenting its Spring Summer 2021 in September, within the Milan Fashion Week, it will present it in July through a format still under development. Zegna anticipated that it will be a real “phygital experience” and, after much talk about the pros and cons of digital platforms, expectations rise high.
Alessandro Sartori, creative director of the Italian brand, has shown real enthusiasm for this new opportunity. Interviewed by FashioNetwork.com, he said he had always wanted to experiment with “alternative formats that can be used to communicate to an ever wider public” his creative process. And he added: “The idea that this season I will present the collection with a digital instrument gives me great energy and freedom of thought because I can finally enter directly into people’s homes”.
There is great turmoil and a good dose of positivity in these statements. Now that Italy is finally emerging from the black shadow of the virus, this new energy is essential for rebirth and recovery. It is like a breath of fresh air that, together with spring, gives new life. We know that creative minds are the ones that manage to take the best from the crisis and transform it into something bright and avant-garde. We therefore hope to be infected by a creative ferment that, perhaps, was lacking in the pre-covi-19 world.
Words by Giulia Greco