Prada eventually gave up on their live fashion show. In fact, the debut of the brand’s creative duo, composed of Miuccia Prada and Raf Simons (presenting the spring-summer 2021 collection), will take place online streaming only, not a physical event. The awaited fashion parade will be broadcast, online streaming, on September 24th, at 2.00 pm, on the brand’s social networks and prada.com official website. A few “selected” visitors will then enjoy the opportunity to watch the collection, upon prior arrangement, in Milan, on September 25-26.
A special event
Besides that, a few physical special events, for a selected audience only, are going to take place “in full compliance with social distancing and safety measures”. For example, some private shows, to be held in exclusive venues, alongside virtual events in New York, Los Angeles, Paris, London, Berlin, Moscow, Dubai, Istanbul, Seoul, Hong Kong and Tokyo.
In China, they have scheduled a show at Prada Rong Zhai, a historic palace located in the centre of Shanghai; a private party will take place after the event. The fashion brand will deliver home the equipment for the show watching.
Online streaming only
Most top fashion brands, which are gearing up for the upcoming Fashion Week events, are doubtful about whether they should opt for physical shows or online streaming digital ones. Prada fashion show was expected to take place as a live event, according to MFW former agenda, made public by the Camera Nazionale della Moda Italiana (the National Chamber of Italian Fashion) in mid-August. Yet, the Roman fashion house has eventually decided to make a running change in their plans.