Home » Milan, the capital of pret-à-porter: fashion week has combined real and digital

Milan, the capital of pret-à-porter: fashion week has combined real and digital

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There was an abyss between women’s fashion week in February and the one that closed on Monday in Milan. The same abyss that divided the fairs in January and the following months from those in September. In a positive sense, says Mario Dell’Oglio (pictured below), member of the Camera buyer Italia – The Best Shops (Cbi) and former president of the association of the best Italian multi-brand stores, as well as an entrepreneur in the sector himself. «A positive and lively picture, almost a magic: on the one hand the atmosphere of palpable relief, optimism, a rediscovered desire to experiment and take risks – emphasizes Dell’Oglio -. On the other the return, almost the revenge, of the physical world to the digital one, with fashion shows and presentations in which we had all missed: creatives, buyers, showroom owners ».

Mario Dell’Oglio

A traced road

The president of Camera dei Buyers, however, wants to be clear on the centrality of digital: “The pandemic has forced us toe-commerce B2C and B2B, to view the collections remotely, without the possibility of using the most important senses for those who buy and sell fashion – he explains -. Now that some limits are gone, we will treasure everything we have learned, continuing to use technology when it suits us to save time and, why not, money ». Before Covid, Dell’Oglio and the owners or purchasing managers of multi-brand and department stores also made 5-6 trips a year to Milan and then Paris, to see and order pre-collections and main collections, rhythms that could be a memory forever. .

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The perennial challenge with Paris

“I hope Milan will seize this opportunity: in addition to always being the capital of Italian fashion, in the post-pandemic it has an advantage over Paris – concludes Dell’Oglio -. Here there has always been a special energy, linked to the textile-clothing chain that “converges” on fashion weeks, to which the world of furniture-design is added. Spaces and distances are important: in Milan you can organize your time better and creativity is not lacking. Indeed, Covid has stimulated it ». Like many other operators, Dell’Oglio has noticed, alongside the big brands, a flourishing of talents and start-ups, capable of combining creativity, innovation on materials and the desire to take risks and which have put Milan back at the center of the global fashion system. An opinion shared by Giacomo Santucci, current president of Camera Buyer Italia, and by Beppe Angiolini, communication manager of the association.

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