Etro has decided to go physical during the upcoming Milan Digital Fashion Week, running July 14 to 17.
The Italian luxury fashion house will host a coed runway show to present its men’s spring 2021 and women’s resort 2021 collections on July 15 at 10 a.m. at Milan’s Four Seasons Hotel.
“We decided to organize a physical runway show to telegraph a strong message of positivity, which is something that the fashion industry and Milan definitely need,” said Etro men’s creative director Kean Etro. “I think that after the lockdown, we are all learning to live our lives in a different way, immersing ourselves in a new reality that enables us, following specific instructions, to stay alive. I think the same needs to be done by the fashion industry, which, in keeping with the current situation and in observance of the safety measures, has to find a new normality.”
According to Etro, the show will accomodate a much smaller audience than usual, but it still represents an important step to bring the industry back to vitality.