It is difficult to organize physical events but we have to do it, we have to live with the virus, we cannot wait for everything to be resolved ": this is how Carlo Capasa, president of the National Chamber of Italian Fashion, kicked off this morning in the Rinascente Milan Fashion Week, which includes digital appointments and real encounters, like the one in the department store, which in its windows and on the fourth floor hosts 13 young Italian brands. "Fashion is the second Italian industry and it is the one that exports the most, we can't do not give - underlines Capasa - a positive signal, if we close ourselves at home we risk sending many families home.
All brands have received very precise instructions to protect everyone to live with the virus.
Fashion has taken the field against covid by putting a lot of money and producing masks, now is the time to preserve companies, so we have asked the government for appropriate measures, which unfortunately are not specific, but we are the producers of 41% of fashion in the European Union, we are the first and we must preserve this fabric and we are doing our best, now the Government and the European Union must do so too ". On the Government front," we spoke to the Prime Minister and yes he is said to be willing to be by our side, we are studying something with him at the message level.
He expressed his closeness to the sector and his desire to preserve industry and craftsmanship ". Conte's, therefore, could be" a symbolic presence these days or on the occasion of the digital green carpet on October 10 ".
Meanwhile, the first physical fashion shows get underway, with the catwalks of Dolce and Gabbana, Alberta Ferretti, Fendi, N21 and Blumarine with the debut of the new creative director Nicola Brognano.
"We decided to show - says the 29-year-old Calabrian at the stylistic guide of the Carpi maison - to give a message of positivity and a return to normality, obviously with the necessary precautions".
Of course, everything is not the same: a few hundred buyers are expected in Milan these days, against the thousands that usually arrive.
Given the evolution of the contagion across the Alps, the French are in doubt, while the Russians will arrive thanks to a special 120-hour permit obtained thanks to the Italian consulate.
Hopefully digital, which in July counted 16 million users and which is now expected to reach 20 million fans from all over the world.
Meanwhile, from Prada, which digitally presents the first collection signed by Miuccia Prada and Raf Simons, many questions have already arrived from professionals and not only for the post-fashion show talk of the two designers.
Of course, "digital does not replace the emotion of the physical show but it is thanks to digital - comments Capasa - that we move forward, during the lockdown in Italy 24% of online purchases were made by people who had never bought anything with a device and as a fashion week we were the first in terms of digital numbers ".
Despite ecommerce, 2020 will close - Capasa predicts - "between 25 and 30% less than 2019, but we hope that there will be a recovery in the second half of the year. Those with a strong presence in Asia are recovering. , minus those who have their reference markets in America and Europe ".
"It will be a low season" does not hide Piero Cividini, noting that "the general trend is subdued".
This is why, for the president of the chamber of fashion, today more than ever it is necessary to "demonstrate that we can move forward", creating a system, as with the special project at Rinascente, made possible thanks to the support of ICE Agenzia, which hosts the collections by Twins Florence, DROMe and Nico Giani, the knitwear by Simona Marziale - MRZ, the sustainability contents of IINDACO and Vitelli, the new tailoring approach by BLAZÉ Milano and Act N ° 1, and then the creations by Marco de Vincenzo, Fantabody, Flapper |
Genevieve Xhaet, Marco Rambaldi and VÌEN.