Milan Fashion Week: Prada opts for virtual event

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Nicola Mira
Sep 10, 2020
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The phygital Milan Fashion Week is drawing near, with the eagerly awaited presentation of the first Prada collection designed by Miuccia Prada and Raf Simons, and details about the event are finally emerging. Prada's two designers have opted for a virtual showcase to mark the Belgian stylist's arrival at the helm of the Milanese group’s main label, alongside Creative Director Miuccia Prada.

Prada’s last womenswear show was staged in February - © PixelFormula

A decision that has undoubtedly been influenced by the success of the five-voice film broadcast on the web last July to showcase Prada’s menswear collection. According to the initial details released by the Italian label in a brief communiqué, the womenswear collection for the Spring/Summer 2021 will be presented live online and also with a series of physical events scheduled around the world.

Prada’s next catwalk show “will be streamed live at 2 pm [CET] on September 24 on all of Prada’s social media platforms and on the prada.com website,” as part of the Milan Fashion Week, which will take place in phygital format on September 22-28, featuring a mix of physical shows and digital presentations.

The event will be accompanied by a series of “worldwide initiatives,” said Prada, without elucidating further. These initiatives will respect health protection and social distancing measures. They will consist of “local screenings in exclusive venues with a home-delivered kit for viewing the digital broadcast, and with virtual events taking place in cities like New York, Los Angeles, Paris, London, Berlin, Moscow, Dubai, Istanbul, Seoul, Hong Kong and Tokyo.”

A special event is planned at Prada’s Rong Zhai residence in Shanghai, where guests will be able to watch the show's live stream in the historic building’s various rooms. The event will end with a private party.

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