Etro will Show Men's and Women's Collections During Milan Fashion Week

ETRO SS20 Ad Campaign

Italian fashion house Etro will present men's and women's collections during Milan Fashion Week, which this time will be held in a digital format from July 14-17. The show will be held on July 15 in a traditional, offline mode at the Four Seasons Hotel, and the number of guests of the show will be strictly limited. Kean Etro, creative director of the Etro men's segment, noted that fewer clothing models will be presented on the catwalk than usual, and the seasonal collection strategy will change: “Many of our garments will not be tied to any season, which will allow them to stay longer in stores. I think that after quarantine we all must learn to live differently, plunge into a new reality with its instructions and limitations. The fashion industry must do the same. Our company has been going through a digital transformation for several seasons. But I think that the decision to conduct a physical show will show that we all need real social interactions. ”

Etro together with the Italian Chamber of Fashion (Camera della Moda) will conduct a live broadcast of the show to attract an additional audience from around the world.