An experimental manifestation, necessarily. Where everyone, from organisers to participating brands, including professionals, had to adapt quickly to the news. But all things considered, buyers did like Milan Digital Fashion Week, the multimedia exhibition organised by CNMI instead of the usual fashion week. “We have done everything possible to adapt to the situation – tells Dean Cook, buyer for Browns to WWD -. I can’t find missteps. If I missed something, it was seeing and hearing the product, observing it on a model”.
After all, buyers liked it
“I congratulate the brands that have worked hard to deliver a new collection in such a short time – adds Riccardo Tortato from Tsum to the same magazine -. The whole sector must be grateful to Italian creativity and manufacturing. Now, we need to support the industry and commit to brands that have had the courage and organisation for a physical presentation”. It was an experimental manifestation for everyone, we said. And so if Cook notes that “it still takes a lot for digital to compete with physical experience”, Chris Kyvetos, Men’s buying director for Mytheresa, observes that “if our customers have proven to be able to shop based on images online, we too must be able to do the same”.
A matter of mood
The Milanese experience has also left indications on possible future arrangements. “One of the big problems with digital is that there may be too much emphasis on the collections’ mood – objects Simon Chilvers, content director for Matchesfashion -, rather than on the way clothes fit models. In addition, it should also be noted that many designers have looked only at the codes of their own brand, creating garments that would be unique pieces in the wardrobe based on their aesthetics”. “Many brands in Milan, as in Paris, have pushed their narrative on craftsmanship and heritage, reminding their customers of the fundamental values of luxury – concludes Federica Montelli, head of fashion at Rinascente -. There was a slight vibration of nostalgia, from vintage to the decision to celebrate the country and the environment”.
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