The early days of the pandemic have affected the Milan Fashion Week which took place in February this year. Those brands who were supposed to show their collections in the last couple of days of that week took the decision to have their shows behind closed doors. Just a few weeks after the disruption of the fashion week Giorgio Armani wrote a letter to the magazine WWD stating that
“This crisis is an opportunity to slow down and realign everything; to define a more meaningful landscape. I have been working with my teams for three weeks so that, after the lockdown, the summer collections will remain in the boutiques at least until the beginning of September, as it is natural. And so we will do from now on.“
Gucci’s creative director Alessandro Michele followed suit and writtennon a post on his Intagram account
“Therefore I will abandon the worn-out ritual of seasonality and shows to regain a new cadence , closer to my expressive call. We will meet just twice a year. to share the chapters of a new story.”
It was the beginning of a new era for fashion shows and the whole fashion industry. Now the new direction that fashion maestros like Giorgio Armani are willing to take has been finally unveiled.
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The Giorgio Armani Spring/Summer 2021 collections for men and women will be broadcast for the first time on television. The show will air on Saturday, September 26th at prime time on this page and the Italian TV channel La7. Stay tuned for more information #GATimelessThoughts @la7_tv
Giorgio Armani to stream new collection on national television
The king of Milan, as the Milanese use to call Giorgio Armani, has decided to show his latest collection on national television on saturday the 26th of September 2020. A choice that aims at a sort of democratization of the whole industry of fashion, as he has recently stated on the pages of the Corriere della Sera, the most popular newspaper in Italy:
“The simplest ideas can sometimes be the best. Fashion on TV had its moment of high showmanship in the 80s, when we stylists often appeared there, dispensing advice of all kinds, but it has never been used to describe a new collection, which not even the experts have yet seen. . There is talk of democratization, and what is more democratic than television?”
Kudos Giorgio, Kudos!