The Milan Digital Fashion Week created by the Italian Fashion Chamber ended yesterday, Friday the 17th. Can we still be superstitious in a year like this? In any case, it had its own memorable moments and added great value contents on the online platform of Camera Moda.
Starting from a video by MSGM entitled I do not know where, but together.The talks between journalists and the section dedicated to new talents.
How did the brands elaborate on this new way of communication?
Three macro-themes were created during the weekdays.
The first one is formed by those who focused on the post-Covid19 theme (the lockdown in many parts of the world is not over yet, but Italy is in the so-called phase 2). Those brands focused on freedom and hope. Among the other MSGM and Philipp Plein with his Fashion is Dead. The future begins now. A strong message that shouts firsthand in the video of which he is the main character. Part of the same theme are two brands that have nevertheless put on a fashion show with the audience: Etro and Dolce & Gabbana.
The second group could be the one made by the brands that brought us behind the scenes of their work. Showing to the public the hours of preparation behind a fashion show or a look-book, such as Gucci’s 12 hours of streaming. Same story for Tod’s and the creation of Pre-Spring 2021 and Dsquared2 with its co-ed Spring Summer 2021. See closely, “pull out the entrails of fashion” this is the experiment and the words of Alessandro Michele.
The third group is made of brands that have taken advantage of the digital opportunity to bring back on the screens the dreams made true over the years, as small documentaries. This is the case of Salvatore Ferragamo, the shoe genius who arrived in Hollywood and the Missoni family, told by the women of the fashion house. And maybe even in this group, it is possible to place Prada, with its 5 visions told by as many directors in 5 short films. The show that never happened by Miuccia, represents an absurd prediction about the time we live and the last solo collection by the Lady of Fashion. The next collection will be co-signed with Raf Simons, let’s talk about it here.
Beyond these messages what the collections do communicate? Whether it was Resort, Pre-collections, or Spring-Summer collections, they communicate comfort and freshness. Going in order: from the typical sportswear of Massimo Giorgetti, even more, colorful and Green (Fantastic Green the organic cotton capsules) to the extremization of the Prada brand, as the creator of clothes for people. From the tribute to Italy by Alberta Ferretti with her video around the most beautiful cities in Italy and Dolce&Gabbana with their Mediterranean love. Sorrento and its blue majolicas of the Hotel Parco Dei Principi by Gio Ponti marked their collection. If I say travel I say Etro, this time the journey resumes the concept of coexistence of the different cultures of the world, with minimal looks.
Will it be the key to a coming back of the 90s’ minimalism? It is easy to go for something we already know rather than jump on an uncertain future. ThEye Team hopes that the messages of rebirth seen in this first edition of Digital Fashion Week will reach everyone’s heart.
By Pamela Romano