Milano Digital Fashion Week will run until 17 July in an online format. The event is organized by the National chamber of fashion of Italy with the aim of supporting the industry. For Milan, this format was not only historical, but also stirred up a lot of long-festering questions about the future of fashion.At a press conference Digital Fashion Week Milano representatives of the chamber (CNMI) and the Agency for the promotion abroad of Italian companies (ICE) talked about the tightening impact of the pandemic and the need to unite the industry in a difficult period.”Despite the fact that both exports and domestic sales in the country fell by 30%, now is the time to focus on the positive side,— says the President of the National chamber of fashion of Italy Carlo Capasa.— We want to create an atmosphere of hope and support for the fashion industry, to show to all participants that we will be there even in these hard times. We need to start with a clean slate, and the only correct way to do this is to be together, so we combined not only designers, but also media, and different digital platforms.”The President of the Agency ICE of Carlo ferro during the opening noted that These hybrid formats — one of the steps in the future,” says Carlo ferro.Over the past day the number of brands carried online-shows, increased to 41. Half of them are new names. Digital fashion Week is especially important for them, as small and medium businesses in Italy are most affected by the epidemic of the coronavirus.The new generation of designers have provided a separate platform — Together For Tomorrow, where they will present their own collections and share their view on the future of the industry. In the CNMI noted that with the emergence of young brands becoming more acute the need to talk about sustainability and inclusion.The official Digital platform of the Milano Fashion Week is not limited to a direct stream of all the presentations and exhibitions. The project started ten virtual “rooms” under the supervision of the art Director of Vogue Italia bows Stoppini. In each of the rooms speakers from around the world discuss how the epidemic changed the world of fashion and what he will have to face in the future.In addition to the platform visitors can “walk” through 73 470 showrooms with brands online, and even view individual models from the collections. Carlo Capasa argues that this option is primarily useful for consumers. “The digital version is very important for the final buyers, and we will continue to organize it so that the audience was understanding which way industry moves. But for the B2B segment remains the need for physical presence at presentations and shows. I do not exclude that in the future we will combine the fashion Week in reality and in digital, dividing the audience into segments, if this experience is successful.”At the moment the Directorate Milano Digital Week sees the event as a pilot. “This does not mean that we want to quickly return to a previous life — we all learned a lesson,— said the mayor of Milan, Giuseppe Sala, during the opening Weeks.— Now we have to find a new norm for the industry and new potentials for Milan this period.”