Etro to Hold Physical Runway Show During Milan Digital Fashion Week

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The storied tradition of the runway show has quickly evolved as designers adapt to social distancing measures and new digital fashion platforms. Milan-based luxury label Etro has announced that it will showcase its Spring/Summer 2021 men’s and women’s Cruise 2021 collections on a physical runway, which will also live stream as part of the upcoming Milan Digital Fashion Week.

The coed runway is set to take place on Wednesday, July 15, at Milan’s Four Seasons Hotel. The family-run fashion house will allow a limited number of in-person spectators in compliance with current safety recommendations and public health regulations.

Co-Creative Directors Kean and Veronica Etro noted that the brand hopes to “support the fashion system and the city of Milan with a positive message. We value the importance of digital but also believe in the vital energy of live interactions.”

Etro’s decision for an in-person show is in the minority, as the brand is just one of three currently scheduled to show physical collections during Milan Digital Fashion Week, which will run July 14 to 17. The Camera della Moda has yet to release an official schedule.

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