Smokescreen over the Italian fashion industry is slowly fading away. Recently completed the first digital fashion Week in Milan, which caused excitement in the country for the first time after months of lockdown. Brands showed their collections mainly through pre-recorded video. Despite the impressive list of names in the schedule (Versace, who joined at the last moment, and Etro to D&G and Gucci), the answer to the question of what to wear on and who are the people of the future, we have not received. How was this virtual experiment, reflects the Executive editor of “Kommersant Style” Elena Krawczun.This season for the fashion industry turned out to be historic because of the circumstances — because of the pandemic, conducting a physical fashion Weeks are under threat. Complexity pervaded the entire process, from searching for available fabrics (in terms of the lockdown was to supply disruptions, lucky for those who had a Fund of materials) and create collections when your whole team sits in isolation (“on fingers” to explain what you want in a particular model will not work) to failing to invite an international audience due to the epidemiological situation on the show. Itself the need for fashion show, perhaps, has never been discussed so eagerly by the public. In this situation, the brands had to adapt, saving grace was online. But in terms of the demonstrated historical collections of the season did not, but rather caused confusion. The answer to the question that we should carry on and who are the people of the future, we have not received. Many brands began to “shake” their heritage — one building is older and bigger, whose history goes deeper into the century. Some were inspired by post-war ceramics, others travel, others flowers. In the framework of the digital week, many decided to show its cruise collections, but globally the borders remain closed. Yes, the resorts of the Maldives are already waiting for their guests, but who of sane consumers Suite seriously dare before the invention of vaccines fearlessly to rest as before? Many brands apparently decided to “wait it out” — not to miss the season, falling by infopovod to in September to make the already-present in the traditional format fashion show. By the way, the return of physical screenings are expected in the autumn and in Asia. Fashion week in Seoul is scheduled for the dates from 20 to 25 October, and in Beijing from October 25 to November 2. But then again who can guarantee definite plans for the fall? Almost no one — except Prada and Ermenegildo Zegna — were not offered something radically new, fresh, really technological. These brands have reduced the collection by the number of pieces, creating his uniform, focusing on their values and original use of familiar fabrics and innovativematerials. So, the idea of hybridity and (fabrics, cut, of features the show) permeates the entire men’s collection of Ermenegildo Zegna. Thanks to the closed loop production materials for their clothes are manufactured, recycled and live again. Thus, the first digital Milan fashion week was the last gasp of the old system and the new test step. But the benefits are already obvious — to consider the collection at home on my laptop, instead of a stuffy room where guests are sitting, Packed like sardines, constantly remove the display on a smartphone with shaking hands. And the released budgets that are usually spent on bringing guests, you can finally do to invest in green industries and care about future generations. Elena Krawczun
