‘The digital fashion show is fake’: Milan fashion show is back in-person

Milan’s Spring-Summer 22 men’s show season took place during the weekend with some shows happening digitally while others taking the physical route. While designers including Prada, Fendi, and Ermenegildo Zegna chose to showcase their new line digitally, Dolce & Gabbana, Etro, and Giorgio Armani opted for an in-person showcasing.

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Dolce & Gabbana not only impressed fashion connoisseurs with their #DGLightTherapy in the Italian fashion capital, but also their powerful stance on digital shows took away all the attention.

“The digital fashion show is fake,” said Domenico Dolce alongside his co-designer Stefano Gabbana, whose 94-model show on Saturday was their first since September.

“It’s not a fashion show to do it digitally, between post-production and everything you lose the show. For us, the show is the moment the clothes connect with people and we [also] get a feeling of what people think about the clothes,” added the designer in an interview with Guardian.com.

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Giorgio Armani said fashion week would “be fundamental” in helping the Italian economy recover following the pandemic.

“I appreciate the importance of virtual presentations; they are useful and global. But fashion needs to be seen in real life (and) I have always worked hard to make fashion for real life,” said Armani who was so excited to be on the runway after 16 months even after his nasty fall resulting in a fractured shoulder and 17 stitches 20 days ago.

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Armani’s show brought to an end a weekend of menswear fashion week events that saw the Italian fashion industry taking its first tentative steps towards a return to fashion week as we know it since restrictions started to lift in Italy on 1 June.