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Covid Kills Men’s Fashion Buzz In Milan

A year after the last Covid Free Catwalk Show in Milan, Men’s Fashion Week begins on Friday, but without the crowds of traditional audiences of buyers, bloggers, celebrities and the media.

Almost 12 months after the pandemic first hit Italy, fashion houses have turned to technology to showcase their 2021-22 Fall / Winter collection, as it has been confusing Italy’s key luxury sector. I will.

The show will be broadcast live on Fashion House’s own website or replaced with pre-recorded presentations, short films and other art projects. Others like Dolce & Gabbana have completely withdrawn.

The four-day men’s fashion event will be held on weekends with a complete blockade due to increased infections in the Lombardy region of Italy.





Due to the global nature of the crisis, exports were up, but last year they were down 16.7% and revenues down 70.8%.
AFP / MIGUEL MEDINA

Lombardy, whose capital is Milan, is one of five Italians classified as “orange” by the government. This means that stores and most schools are closed while the curfew is in effect.

Fendi, Etro and Quay are among the people who choose live shows broadcast by fashion houses.

However, most other brands, such as Ermenegildo Zegna, Tod’s, Prada, and Churches, choose pre-records. This is an option that allows creative freedom, but lacks the immediacy and drama of a live show.

Dolce & Gabbana, originally scheduled to offer a traditional runway show on January 16, announced a decision to withdraw completely on Monday.



The four-day men's fashion event will not be like last year-Gucci's show 2020 is depicted here-Infection is on the rise in Italy


The four-day men’s fashion event will not be like last year-Gucci’s show 2020 is depicted here-Infection is on the rise in Italy
AFP / Miguel Medina

Considering Covid-19, he said, “The essential conditions for the realization of our fashion show are not met.”

No digital presentations are planned at this time.

The men’s fashion industry is strongly influenced by pandemics. In Italy, the sector will end in 2020, with sales down 18.6% and a loss on sales of around € 2 billion ($ 2.4 billion).

Due to the global nature of the crisis, exports were up, but last year they were down 16.7% and revenues down 70.8%.

One of the signs of hope is the beginning of a recovery in major Asian markets, but industry experts do not expect a full recovery in the health of the luxury sector by 2023.

Italy was the epicenter of the first European earthquake in February last year after Covid-19 first appeared in Wuhan, China in late 2019.

Since then, the virus has killed tens of thousands of people in Italy, making it one of the two most devastating countries in Europe, alongside the United Kingdom.



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