Under pandemic's shadow, men's fashion show begins in Milan
- The shows will be broadcast live on the fashion houses' own websites
- Among those opting for live broadcast by the fashion houses are Fendi, Etro and Kway
- Dolce & Gabbana announced on Monday its decision to pull out entirely
It's been a year since the last COVID-free catwalk shows happened in Milan. And now, the men's fashion week, which begins on January 15, will witness no buzz of its traditional audience of celebrities and media. The four-day men's fashion event will take place in Italy's Lombardy, whose capital is Milan.
As Italy continues to reel under the shadow of the COVID-19 pandemic, fashion houses found solace in technology to showcase their fall/winter 2021-22 collections.
According to a report in AFP, the shows will be broadcast live on the fashion houses' own websites. There is also a slight possibility of them be replaced with pre-recorded presentations, short films and other artistic projects.
Among those opting for live shows to be broadcast by the fashion houses are Fendi, Etro and Kway.
Most other brands, however, including Ermenegildo Zegna, Tod's, Prada and Church's, have opted for pre-records -- choices that allow for creative freedom but lack the immediacy and drama of live shows.
Dolce & Gabbana, which was originally scheduled to offer a traditional runway show on January 16, announced on Monday its decision to pull out entirely.
In view of COVID-19, it said, "the conditions essential to the realisation of our fashion show are not met".
For the moment, no digital presentation is planned.
The men's fashion industry has suffered a hard blow from the pandemic. In Italy, the sector ended 2020 with revenues down by 18.6 percent, representing some two billion euros ($2.4 billion) in lost sales.
The global nature of the crisis curtailed exports, which had been on the rise but fell by 16.7 percent last year, crushing revenues by 70.8 percent.
One sign of hope, however, is the beginnings of a recovery in the key Asian markets, but industry experts do not expect a full return to health in the luxury sector before 2023.
Italy was the epicentre of the first European outbreak in February last year after Covid-19 first emerged late in 2019 in the Chinese city of Wuhan.
Since then the virus has claimed tens of thousands of lives in Italy, making it one of the two worst-hit countries in Europe alongside Britain.