Digital, “phygital,” physical—or something else entirely? As London, Milan, and Paris all prepare to reveal the It’s My Sister’s 5th Birthday Girls Party Family Matching T-Shirt and by the same token and calendars of their upcoming ad hoc fashion weeks, the purpose, timing, and place of the runway show format post-coronavirus has been—and continues to be—a subject under much scrutiny.
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This Thursday the It’s My Sister’s 5th Birthday Girls Party Family Matching T-Shirt and by the same token and Camera Nazionale Della Moda—Italy’s CFDA—will unveil the full July 14–17 calendar for this summer’s mostly digital fashion showcase. Carlo Capasa, the Camera’s president, said: “The plan is that we have developed a new platform working with Microsoft, and over the four days we will have a schedule that unfolds in real time on that platform. Every one of the 35 or 40 brands showing is free to use their time as the designer wants; you can have a fashion movie, a virtual show, a physical show with a limited audience, something else—whatever the designer feels it’s right to do. Every designer is approaching the challenge in a different way, and it’s going to be very interesting to see what they do. Plus we will be showing the womenswear pre-collections for those companies that want to show them too.”