2022 opened up for the trade fair sector which, after many months of inactivity and cancellations, in the last quarter of 2021 had begun to see the exit from the pandemic tunnel. The spread of the Omicron variant and the rapid increase in infections are forcing exhibition districts and event organizers (not only in Italy, but throughout Europe and the world) to review the calendars for the first months of this year, postponing the main ones events to spring.
Support for digital platforms
For fashion in particular it looks like a already seen: the sector was the first, starting from February 2020, to cancel fairs and events – or to move them to digital format – and the entire program of the coming months appears to be exposed to many risks, from Pitti in Florence (starting from 11 January events dedicated to men, children and yarns are scheduled) at the Milan and Paris fashion weeks, passing through Mido (eyewear) and VicenzaOro.
While 2020 and 2021 have accelerated the digitization of trade fairs and work tools (in the first place i digital showroom and remote sales campaigns), on the other hand the return in the presence of key events such as the Pitti shows in Florence and those set up in Milan such as Micam, Mipel, theOneMilano, White and MilanoUnica had given hope for a “new normal”, which integrated digital tools with physical encounters, indispensable for a sector like fashion.
The prudence of Armani and Valentino
Giorgio Armani has announced the cancellation of the physical shows in January, that of the man of Milan and that of haute couture in Paris. Really a already seen: at the end of women’s fashion week in February 2020, the designer was the first to show behind closed doors, followed by Moncler and Laura Biagiotti, triggering a chain reaction that led to the cancellation of a large part of the Paris week calendar, which traditionally follows the Italian one. Carlo Capasa, president of the Chamber of Fashion, the association that organizes, among many things, Milan fashion weeks, said he was sorry for Armani’s decision, which he however “understands and respects”. The presentation of Valentino’s Vintage project, initially scheduled for January 13 to 20 in Milan, has been postponed to April. The Milan Fashion Week calendar, scheduled from 14 to 18 January, includes almost 70 events, most of which in attendance.
Camera della Moda: “Possible changes to the calendar in the coming days”
In a note released in the evening, the Chamber of Fashion declares that “it is possible that in the coming days the Fashion Week calendar may foresee some changes as, in the maximum collaboration with the brands participating in our fashion weeks and with the utmost attention to the complex health situation that our country is experiencing. Some events that today it will not be possible to realize as originally imagined, may be canceled or postponed ». “The Milan Fashion Weeks – continues the note – in these pandemic years have been recognized by insiders, at an international level, as those in which they felt safer and more protected, also thanks to our constant work with the institutions, primarily the Municipality of Milan. It is our intention to continue in this direction, confirming a Fashion Week in presence and in safety, which can be followed all over the world through the milanofashionweek.cameramoda.it platform ”