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The Fashion’s change of direction

The Fashion’s change of direction

One of the first changes that are currently affecting the fashion sector concerns precisely the Paris Fashion Week, which this year will not show the prêt-à-porter as scheduled on June 23-28 nor the Haute Couture show originally planned for the 5th of July up to the 9th.

Fashion in the time of coronavirus is all online. Indeed, in recent months we have witnessed many initiatives involving museums, exhibitions, panels and webinars aimed at promoting fashion through the social channels, perhaps bringing it even closer to us than it was before the pandemic. Even the latest advertising campaigns have undergone a radical change.

This is the case of the Jacquemus At Home Summer 2020 campaign, which showed the models Bella Hadid, Barbara Ferreira, and singer Steve Lacy posing on Facetime and captured by photographer Pierre-Ange Carlotti. A “home-made” kind of fashion that still does not lose its charm, on the contrary, it pushes creativity beyond the known limits, to spaces still unexplored.

Thus, the programs of the Parisian fashion week have also been reinvented, by featuring the new collections on a dedicated online platform. This will be the case for the Spring-Summer 2021 ready-to-wear men’s collection that will go on from the 9th  to 13th of July 2020.

The same will happen for the Milan Fashion Week, the National Chamber of Italian Fashion announced the news a few days ago, adding that the online platform will not only host the new collections, but will also include other exclusive content.

In line with the CNMI declaration there is also the decision of Giorgio Armani, that came a day after that of the Chamber, to show his collections in Milan rather than in Paris, and so will do with the Haute Couture fashion show, which has been postponed to January 2021. The next Giorgio Armani and Emporio Armani men’s and women’s fashion shows will take place in September; the brand is currently working to ultimate the organization of the format that will host the new ready-to-wear collections.

As for the Haute Couture collection, it will be held at Palazzo Orsini in Milan in 2021; Armani declared that this will include not only the winter clothing collection but also a selection of clothes for the summer season, a decision that reflects Armani’s intention already stated several times in recent months to slow down the massive production of a fashion system strongly weighed down and crushed by self-imposed rhythms that are no longer sustainable.

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