| BY Paul Toner

Etro Goes Co-Ed For The First Milan Digital Fashion Week

Following on from the inaugural digital London Fashion Week, in just over two weeks time Milan Fashion Week will stage its first online iteration. Held over four days (July 14-17), Camera della Moda is offering a new, digital platform where designers can showcase both menswear and womenswear. It is expected that designers will show a mix of pre- and main season collections, as well as cruise offerings. This morning, Etro has announced it will show a co-ed, physical show as part of the digital showcase. Taking place at Milan’s Four Seasons Hotel in front of a small audience, the Italian luxury house will showcase its SS21 men’s collections as well as its women’s pre-collections.

“We have decided to present the collections with a runway show to support the fashion system and the city of Milan with a positive message,” said Kean and Veronica Etro. “We value the importance of digital but also believe in the vital energy of live interactions. We are happy to involve our guests in a real experience, in full compliance with the current safety standards and public health regulations, while still being able to virtually reach a wider audience.”

Photograph Etro AW20 by Jason Lloyd-Evans. Etro will show at Milan Digital Fashion Week on July 15 at 10am.