Anti Covid 19 rules and the big cancellations do not stop haute couture. Fashion encourages people to come out of the pandemic with an increasingly phygital language.

The fashion variant

“And then we went out to see the stars again”, thus Dante Alighieri ends the song of Hell by contemplating the starry night sky of the other hemisphere, an omen of the new path of light and hope that came after the long journey through the previous darkness. Can we say that we are in the same situation after years of a hellish pandemic between restrictions and variants? Let’s take a look at Milan Men Fashion Week 2022 to understand it. Yes, because the stars mentioned by the great poet could easily be haute couture stars of this edition. In fact, despite the cancellation of numerous physical events due to the increase in infections caused by the fast Omicron variant, the long-awaited Milanese event wanted to give a courageous message of hope with its 60 appointments, organized in 16 fashion shows, 22 presentations and 18 digital contents, proving that by respecting the rules it is possible to live with the virus. Certainly the absence of some big names made itself felt, first of all that of Armani – who communicated his absence stating “fashion shows are fundamental in the world of fashion, but the health and safety of our collaborators is the first priority” – however, as announced by Carlo Capasa president of the National Chamber of Italian Fashion “thanks to the constant work carried out with the institutions, we confirm a fashion week that will take place in compliance with the regulations and restrictions in force to guarantee maximum safety even for activities in presence “And for the brands that have chosen to participate not in attendance, there is no lack of digital solutions that are now increasingly present.

Fade… in style

Courage, hope but in the Milan Men Fashion Week 2022 there was also an important reflection on the precariousness of the moment told by the Matthew Williams collection for 1017 Alyx 9SM presented with a physical show inside a deconsecrated church of San Vittore in the suburbs of Milano Sud. The Chicago stylist has chosen the theme of “fading” to tell the feelings and impressions of this pandemic period that has radically transformed society, industries, markets and men, projecting everyone into an uncertainty that sways dreams and projects waiting for a clear scenario to be determined for the post-pandemic since one thing is certain the world we knew before Covid 19 no longer exists.

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