The desire to start over, in fashion as everywhere, is great. An abundant year of hiatus has created the excitement of the live event: the same ones that once complained to be too many, and that now are coveted as mirages in the desert. We start from the reviled cruise collections, those that for many seasons have brought the public to exotic locations to see clothes, after all, of a commercial nature. Entertainment and that’s it, it was said; pharaonic budgets for mere communication actions. And now we are full stop, as if nothing had happened.
Max Mara will present in Ischia, Dior in Athens, Chanel, today, from the suggestive cave of Carrières de Lumières, in the village of Les Baux-de-Provence. Jacquemus, the one of the fashion show on the beach or in the lavender field, has excited the followers by announcing on Instagram that it will soon unveil the new location, and you can bet it will be sensational and suggestive as expected. In short, it is as if Covid had never happened, even if it actually happened, and it is still happening. The shows will certainly have limited audiences – it is early to say – and inevitably spaced out, but it is also possible that the shows will take place in live streaming only.
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In any case, the choice of locations is remarkable: postcard places like the Parthenon or Ischia, or settings strongly linked to the world of nature. We start from the territory therefore; from what is known and reassuring because in some way it has always existed. No surprises, no breakdowns, but after prolonged uncertainty that’s okay, as long as the production cycle doesn’t resume wildly, because then it would be just criminal forgetfulness.