In an effort to unite Italian fashion designers and promote their messages during the current Covid-19 pandemic, Camera Nazionale della Moda Italiana has announced that it will be adopting a new digital format for its shows in July with a new official name – Milano Digital Fashion Week. At the moment, the list of brands participating has not been released. Taking place from July 14 to July 17 July, it will be following the blueprint set by Shanghai Digital Fashion Week and Helsinki’s Virtual Fashion Week, as well as the upcoming London Digital Fashion Week happening in early June.

Milan Fashion Week‘s Spring/Summer shows, which usually takes place during mid-June, is now open to menswear and womenswear designers. Some designers might be presenting their Resort 2021 collections, while others will be showing their men’s Spring/Summer 2021 lines. The digitised fashion week will be supplemented with photo and video content composed of interviews and behind-the-scenes moments – which will all be available exclusively online.

While Milan Fashion Week is going virtual in June, Giorgio Armani has announced that he will stage his men’s and men’s Spring/Summer 2021 shows in Sept still.

Though many fashion insiders and pundits have questioned the relevance of physical fashion shows in place of digital fashion shows, it seems this new virtual format is just a temporary fix for now. We can still expect one in Sept – at least in Milan. Italian fashion designer Giorgio Armani has announced that both his eponymous label and the Emporio Armani brand will stage their women’s and men’s Spring/Summer 2021 shows in Sept.

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This article first appeared on Harper’s Bazaar Singapore.