MFW: Ferragamo, Versace, Boss and the disruptive phygital dimension

MFW: Ferragamo, Versace, Boss and the disruptive phygital dimension

Never again without digital. The phygital dimension used for Milan Fashion Week is the formula for success. Carlo Capasa, president of CNMI (Camera Nazionale della Moda Italiana) is convinced of this. “Digital has earned an important place – he told the media -. The physical show itself, transmitted digitally, had a crazy numerical response. I don’t think we will be able to do without it in the future, and we will refine the means and the meaning of things even more”. This does not mean leaving the show in presence, quite the opposite. “I believe that physical and digital interpenetrate – he goes on -: both means can be used, and we are doing just that in a fluid way”.

Miuccia Prada agrees that, during the live streaming conversation with Raf Simons, said: “The digital presentation allows us to put the product more and more at the centre”. Let’s see, then, some products, many of them in leather, on which the spotlight has turned on in the last days of MFW.

The phygital dimension

Ferragamo and Versace

Suits in stretch leather or white nappa with zip and belt, maxi bags to be worn on the shoulder by both men and women. Sandals, ankle boots and minimal monochrome sabot. Salvatore Ferragamo had its fashion show in attendance inspired by Alfred Hitchcock’s old films shot in technicolor.

As opposed to the classicism of the Florentine maison, Versace‘s style is sparkling and colourful. A “disruptive” collection as Donatella defined it. Leather accessories are also in bright colours: handbag with chains, and colourful charmes.

Boss and Margiela

Sober and pragmatic style was that of Boss, who presented a minimalist collection, made of rigorous monochromatic total looks, composed of garments with clean cuts. Pastel colours for maxi bags, combined with comfortable sandals and moccasins. The one proposed by Maison Margiela is comfortable and even called a “video call look”. Enriched, however, by fine details, such as long leather gloves and tiny pouch-shaped clutches.

Meanwhile, in Paris

Between a blow and a media response, yet another (unleashed by Le Figaro in a particularly self-defeating way), on the value of Milan fashion shows, in France Paris Fashion Week shows have begun. The calendar develops over 9 days of physical and digital events, ending on October 6, 2020. Twenty shows in attendance and a total of 88 brands involved.

Among the most anticipated live fashion shows: Christian Dior (September 29), Kenzo, Balmain and Acne Studios (September 30), Chloé (October 1), Hermès (October 3). Closing (October 6) Chanel and Louis Vuitton. Rick Owens, Loewe, Vivienne Westwood, Balenciaga and Givenchy have chosen to use digital contents, among others. The shows will be available on the platform prepared by Fédération de la Haute Couture et de la Mode.

In the images (, from left: Ferragamo, Maison Margiela, Boss

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