Just as in London, Milan Fashion Week is storming ahead with a blend of digital and physical shows in what has been coined a “phy-gital” showcase.
Known for its headline-grabbing moments (this time last year Jennifer Lopez stormed the runway in an updated version of her plunging palm-print dress from the Grammys in 2000), Milan is trying its best to deliver its trademark glamour.
At Fendi, Normal People’s Paul Mescal sat a socially acceptable distance from Rita Ora and the brand’s new designer Kim Jones.
Elsewhere, Dolce & Gabbana upcycled fabric from past seasons and Max Mara, famous for its workwear, debuted relaxed silhouettes and butter-soft camel loungewear, showing that, though it may be the city of glamour, the Milanese can adapt.
Still to come, the digital debut of Miuccia Prada and Raf Simons, while Etro and Alberta Ferretti will host physical shows.
The final baton will be passed to Paris Fashion Week on Monday, which will mark the final instalment of the first physical-digital hybrid fashion month.