The national fashion chamber of Italy for the first time in its history will hold a Milano Digital Fashion Week. From 14 to 17 July on a specially created digital platform your new collection will show 37 brands. “Kommersant” is the information partner of the largest event in the fashion industry.Publication from Milano Fashion Week (@cameramoda) 10 Jul 2020 7:05 PDTВслед for the Paris fashion Week, which this time was held online, the fashion industry prepares for the historic event — the national fashion chamber of Italy will present its virtual event Milano Fashion Week Digital. From 14 to 17 July, the brand will show menswear collection of the season spring-summer 2021, and men’s and women’s pre-collection. In schedule 37 brands. Most of them will present their video presentation. Each brand has been allocated a time slot, the designers themselves chose how and what they want to show to the audience. Dolce & Gabbana (they left the chamber of fashion more than 20 years ago, and now back) and Etro will hold a live-broadcast. Zegna is preparing a show on the intersection of live and virtual reality. “For the first time in its history, the national chamber of fashion of Italy is experimenting with such an innovative solution for the Italian fashion industry, offering the most advanced methods of online storytelling — listening and digital platform. Milano Digital Fashion Week is a timely response to the challenges of the present time. — the President of the National chamber of Italian fashion (CNMI) Carlo Capasa. — New platform, impressive for its technical equipment, was not designed to replace the usual shows, and to support designers. Screenings as usual will resume in September and will continue to play its leading role in the presentation of Italian fashion”. Publication from Milano Fashion Week (@cameramoda) May 6, 2020 at 5:18 PDTНа the creation of a digital platform of the Italians inspired the February experience. Then was launched the project “The China We Are With You”, which became the forerunner of digital fashion week. This digital tool helped to see new collections of Asian audiences, despite the already existing restrictions on travel caused by the pandemic Covid-19. It is expected that the digital equivalent of the Milan fashion week will attract the attention of a large audience of lay people, namely young people who become acquainted with the fashion through images. Thus, the CNMI takes on the role of “interpreter of fashion” — to acquaint the new generation with what is meant by the phrase Made in Italy, that is, the creativity and the culture from which it grows Italian fashion.On a platform there were two major companies — Accenture, responsible for the digital component of the project and IT solutions, and Microsoft, which thanks to its experience will provide support and further development. Together they created a multimedia PLatform, which offers a new experience for users and will take the fashion industry in the future. Platform requirements developed by PWC, which also helped to choose the best solution.Publication from Milano Fashion Week (@cameramoda) Jun 6, 2020 at 3:03 PDTПомимо online presentation platform will be broadcasted by leading industry professionals, interviews, backstage, lookbooks and videos. In the speeches of experts and influencers will cover issues of diversity, sustainability, inclusion and recovery of crafts and local industries. American journalist Alan Friedman will be responsible for the virtual “institutional room”, which will be a conversation between politicians and businessmen on how changing the fashion industry. All of this will be covered by the National chamber of fashion of Italy, The New York Times, Russia is a partner of the digital week has become to “Kommersant”.