{"id":85102,"date":"2020-07-14T14:00:30","date_gmt":"2020-07-14T14:00:30","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=85102"},"modified":"2020-07-14T14:01:20","modified_gmt":"2020-07-14T14:01:20","slug":"milan-fashion-week-goes-digital-ss21","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/milan-fashion-week-goes-digital-ss21\/","title":{"rendered":"Here\u2019s what you can\u2019t afford to miss as Milan Fashion Week goes 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old guard, newcomers and rising stars of Milan Fashion week are all gearing up to present their SS21 offerings online\u2014By Luka Terihaj","hero":{"video":false,"image":false,"header_color":"black","overlay_color":"","overlay_text_color":"black"},"teasers":{"video":false,"image":{"ID":85115,"id":85115,"title":"Screen Shot 2020-07-14 at 15.31.27","filename":"Screen-Shot-2020-07-14-at-15.31.27.png","filesize":130663,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-14-at-15.31.27.png","link":"https:\/\/www.sleek-mag.com\/de\/article\/milan-fashion-week-goes-digital-ss21\/screen-shot-2020-07-14-at-15-31-27\/","alt":"","author":"1","description":"","caption":"","name":"screen-shot-2020-07-14-at-15-31-27","status":"inherit","uploaded_to":85102,"date":"2020-07-14 13:58:17","modified":"2020-07-14 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of @gucci. "}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">In no small<\/span> <span style=\"font-weight: 400;\">part due to<\/span> <span style=\"font-weight: 400;\">coronavirus, the physical IRL fashion show is on the way out, making way for the digital presentation\u2014a visually flexible, cost-effective and environmentally conscious format of fashion show. From 14-17 July, Milan fashion week will be migrating online, showing both menswear and womenswear collections. Although a considerable amount is still to be revealed about the upcoming presentations, innovative formats to look forward to over the next three days include VR collections, fashion films and \u2018Phygital\u2019 experiences. Below are five of the most exciting presentations to look out for.<\/span><\/p>\n<h2>Ermenegildo Zegna XXX<\/h2>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/B7KSGFrI43x\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">Audiences of Zegna\u2019s SS21 presentation can expect to see the brand\u2019s elegant menswear offered in a futuristic, new format described by the house\u2019s artistic director Alessandro Sartori as \u2018Phygital\u2019. In a recent interview, Sartori <\/span><a href=\"https:\/\/wwd.com\/menswear-news\/mens-designer-luxury\/exclusive-ermenegildo-zegnas-phygital-s-s-2021-show-set-in-july-1203620304\/\"><span style=\"font-weight: 400;\">explained<\/span><\/a><span style=\"font-weight: 400;\"> that the show would incorporate real models alongside a combination of cinematography, photography and music to create an \u201cinnovative, very special screen\u201d experience. It is no secret that prior to the pandemic, fashion shows were optimised for front-row viewing but <\/span><a href=\"https:\/\/wwd.com\/menswear-news\/mens-designer-luxury\/exclusive-ermenegildo-zegnas-phygital-s-s-2021-show-set-in-july-1203620304\/\"><span style=\"font-weight: 400;\">Sartori and his team believe <\/span><\/a><span style=\"font-weight: 400;\">that now is the ideal time to pivot towards creating digital collections catering to the home viewer.<\/span><\/p>\n<h2>Prada<\/h2>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/CCmR03QDNe4\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">Anticipation is mounting for Prada\u2019s upcoming digital presentation. Entitled <\/span><i><span style=\"font-weight: 400;\">Multiple Views\u2014The Show That Never Happened, <\/span><\/i><span style=\"font-weight: 400;\">The brand <\/span><a href=\"https:\/\/twitter.com\/Prada\/status\/1282706560175742976\"><span style=\"font-weight: 400;\">stated<\/span><\/a><span style=\"font-weight: 400;\"> via social media that it would replace the \u201csingular statement\u201d traditionally communicated by runway shows for \u201cthe perspectives of many\u201d.\u00a0 Although set to feature the work of artists such as Juergen Teller and Martine Syms, it\u2019s not yet clear whether any of the new perspectives offered will include that of Raf Simons. In February, it was <\/span><a href=\"https:\/\/www.instagram.com\/p\/B86H8MHIsT_\/?utm_source=ig_web_copy_link\"><span style=\"font-weight: 400;\">announced<\/span><\/a><span style=\"font-weight: 400;\"> that Simons would take up a co-creative director role alongside Miuccia Prada. The duo\u2019s debut collection was initially slated for a September reveal, but in light of Prada\u2019s new collective approach, <\/span><i><span style=\"font-weight: 400;\">Multiple Views<\/span><\/i><span style=\"font-weight: 400;\"> might just prove the perfect time to usher in Simons\u2019 Prada vision.<\/span><\/p>\n<h2>Sunnei<\/h2>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/CCGJFsaKohu\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">Such is the scale of spectacle surrounding fashion week, that sometimes it\u2019s possible to forget that these events are intended to function as global trade shows. With the vast majority of buyers\u2019 unable to travel to Milan this season, Sunnei have created a new digital platform entitled <\/span><i><span style=\"font-weight: 400;\">CANVAS<\/span><\/i><span style=\"font-weight: 400;\"> to debut their SS21 collection. The virtual platform will directly cater to the needs of buyers as well as to the casual viewer. <\/span><i><span style=\"font-weight: 400;\">CANVAS<\/span><\/i><span style=\"font-weight: 400;\"> utilises VR technology to graphically represent the new season\u2019s pieces whilst also giving buyers the option to view the same garment on different model avatars. Buyers from selected retailers will also have the <\/span><a href=\"https:\/\/wwd.com\/fashion-news\/designer-luxury\/sunnei-retools-strategy-canvas-customization-project-1203662476\/\"><span style=\"font-weight: 400;\">opportunity to customise<\/span><\/a><span style=\"font-weight: 400;\"> 50 genderless pieces from the SS21 collection all of which will be made in white by default. As the name suggests, Sunnei will allow these retailers a<\/span><a href=\"https:\/\/hypebae.com\/2020\/7\/sunnei-canvas-customization-virtual-reality-technology-milan-fashion-week-3d-digital\"><span style=\"font-weight: 400;\"> blank canvas<\/span><\/a><span style=\"font-weight: 400;\"> from which they will be able to customise the finer details of each garment.<\/span><\/p>\n<h2>Children of Discordance<\/h2>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/CClApx6jy05\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">Tokyo-based brand, Children of the Discordance are newcomers to the Milan schedule, having previously shown collections to <\/span><a href=\"https:\/\/www.vogue.com\/fashion-shows\/tokyo-spring-2020\/children-of-the-discordance\"><span style=\"font-weight: 400;\">critical acclaim<\/span><\/a><span style=\"font-weight: 400;\"> in their native Japan. As digital fashion weeks become the norm, a more critical emphasis is likely to be placed on brands\u2019 ability to tell a story through their collection. For their SS21 presentation, Children of the Discordance have opted to create a fashion film <\/span><a href=\"https:\/\/www.instagram.com\/p\/CClApx6jy05\/\"><span style=\"font-weight: 400;\">entitled<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">The Protect Archives II<\/span><\/i><span style=\"font-weight: 400;\">. The throwback film aims to inform the audience of the label\u2019s skating heritage and origins while showcasing pieces from its new collection at the same time. This season\u2019s MFW will serve as many international audiences\u2019 introduction to the Japanese label and SS21\u2019s updated digital focus may have offered it a greater storytelling framework than a classic fashion show could have.<\/span><\/p>\n<h2>Gucci<\/h2>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/CCTuWxhiR3K\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"<p><span style=\"font-weight: 400;\">Upon opening the preview for Gucci\u2019s SS21 presentation, you are greeted by<\/span> <a href=\"https:\/\/www.instagram.com\/p\/CCTuWxhiR3K\/\"><span style=\"font-weight: 400;\">a cryptic, black VHS screen<\/span><\/a><span style=\"font-weight: 400;\"> reading \u201cwill this story ever end?\u201d. Although we don\u2019t necessarily know how the story ends, we do know from the title of the show, <\/span><i><span style=\"font-weight: 400;\">Epilogue<\/span><\/i><span style=\"font-weight: 400;\">, that this certainly is a conclusion of sorts. Details remain scarce as to the format of Alessandro Michelle\u2019s co-ed presentation, but this show will resolve the open ended narrative arc of last season\u2019s, <\/span><i><span style=\"font-weight: 400;\">An Unrepeatable Ritual <\/span><\/i><span style=\"font-weight: 400;\">show as well as ending the house\u2019s exhausting commitment to showing five times a year. The SS21 collection will be unveiled via a 12-hour livestream on various social media platforms including Gucci.com, YouTube, Twitter, Weibo and the Gucci App.<\/span><\/p>\n"}]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Here\u2019s what you can\u2019t afford to miss as Milan Fashion Week goes digital Here\u2019s what you can\u2019t afford to miss as Milan Fashion Week goes digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/milan-fashion-week-goes-digital-ss21\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Here\u2019s what you can\u2019t afford to miss as Milan Fashion Week goes digital Here\u2019s what you can\u2019t afford to miss as Milan Fashion Week goes digital\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/milan-fashion-week-goes-digital-ss21\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-14T14:00:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-14T14:01:20+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Luka Terihaj\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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