Etro to organize a mixed runway show for Milan Digital Fashion Week

In what looks to be a return to business as usual, the family-run fashion label Etro has opted to present its latest men's and women's collections with a physical show at the next Milan Fashion Week (July 14-17), which was supposed to be all online.

The next Milan Fashion Week, which is set to go ahead in the third week of July, is shaping up to be a physical-virtual hybrid rather than an all-online affair. Hot on the heels of Dolce & Gabbana, another Italian fashion house Etro has announced it will be holding a physical show. The event will showcase its menswear 2021 spring-summer collection and its 2021 women's Resort collection. 

The brand has explained to WWD that its decision will send a positive message to the fashion industry, which is struggling to get back to normal in the wake of an unprecedented period of crisis.

However, the planned show will nonetheless be marked by the pandemic in the manner in which it is organized. The public will be present, but will not be as numerous as it has been in previous years. At the same time, those who are not fortunate enough to see the new collections at the physical event will be able to watch live streams of the show on the Camera Nazionale della Moda Italiana and the Etro brand websites.

Milan Digital Fashion Week is set to run from July 14 to 17, shortly after the Paris Haute Couture shows (from July 6-8) and the Paris Men's Fashion Week (from July 9-13), both of which will also be online affairs.