Un calendar of events dedicated to unpublished menswear, that of summer 2021: it could not have been otherwise after a year and a half of health and economic emergency. Two of the world fashion weeks (New York and London) still chose a 100% digital format, while in Italy there was a time reversal on the Milan-Florence axis, with the Pitti Uomo fair (30 June-2 July) which returns in attendance, but comes after the days of Milanese fashion shows and presentations, which took place in phygital mode from 18 to 21 June, followed by Paris. Unpublished calendars, scenarios still difficult to outline, with the only certainty (whispered with caution and a pinch of superstition) that we all see the end of the tunnel thanks above all to vaccination campaigns.
Between emergency and new normal
This is also why it is important to look to the future in the short and medium term, as it is in the nature of fashion: in the Special Pitti / Men’s Fashion on newsstands with Il Sole 24 Ore on Wednesday 30 June, the first day of Pitti, companies talk about how they dealt with emergency started in February 2020 and how they are planning the future. On the one hand, internal reorganization, with priority on digitization; on the other hand, investments in creativity, moving between the brand’s DNA and market demands. In the Special, the protagonists of menswear talk about themselves with the pride of those who have faced a storm and now look beyond: there are those who participated in Milan men’s fashion, who will be at Pitti or those who have focused on virtual showrooms, a theme to which an ad hoc study is dedicated.
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Upcoming seasons, China points to the future
Although forced to review distribution mixes and recompose the market portfolio, the companies have planned the next seasons, spring-summer 2022 and partly already autumn-winter 2022-23, from a global perspective, comforted by the recovery data that since second half of 2020 began to arrive from Asia and in particular from China. Starting from the competitive advantage of the Italian fashion system, the only one in the world to have an intact textile-clothing-accessory supply chain, the brands have focused on collections that invite you to rediscover the habit of dressing to please yourself and others, taking into account the changed needs of the youngest, high-end customers of tomorrow, who already today have a much more varied vision of elegance, style, masculinity (and femininity) than in the past.