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14 July 2020The first digital fashion week debuts in Milan today. It is the first appointment of this type in the history of the National Chamber of Italian Fashion promoted to present the men's and men's and women's pre-collections for spring - summer 2021 in Covid emergency times.

The milanofashionweek.cameramoda.it platform has been designed to host the contents of forty-two brands (from Bottega Veneta to Dolce & Gabbana. From Prada to Saint Laurent) from today to 17 July, which will be streamed on the calendar with fashion shows, videos and performances. The appointments are transmitted with a streaming signal through the platform and amplified all over the world, thanks to international partners. Urban Vision, spreads them in Milan, through giant screens positioned in strategic points of the city.

"Milan Digital Fashion Week was born as a response to social distancing and the difficulty of traveling imposed by the world health situation, but also wants to be a dynamic solution to the complexities of the present, a tool designed to live a life of its own or to support the appointment with the physical fashion shows, when it will be possible to return to the fullness of face-to-face appointments, which remain fundamental in promoting the enormous productive and creative value of Made in Italy, "explained Carlo Capasa, President of the National Chamber of Italian Fashion. The appointment is made with the support of the Ministry of Foreign Affairs and International Cooperation and the Ice Agency.

"The first edition of Milan Digital Fashion Week is part of a framework of concrete answers to help Italian companies, small and medium in particular, to modernize processes and strengthen their presence in digital and e-commerce which is unfortunately still limited, "said Carlo Ferro president of Ice. 

Capasa: 20-30% losses, but positive signs from Fashion Week
"The economic trends are not positive this year. The fashion industry is experiencing losses between 20-30%, it is a really difficult time for our entire sector In any case, Milan Digital Fashion Week wants to give a message of positivity and energy ". So the President of the National Chamber of Italian Fashion, Carlo Capasa, during the press conference for the presentation of Milan Digital Fashion Week

"The fact that so many brands participate in Milan Digital Fashion week gives a message of hope and I am very proud of this" added Capasa: "This year we have 42 brands that present on our platform and 21 new Italian and international names". "Everyone can express themselves and participate in different ways such as fashion shows, videos, performances, digital events, everyone can express their creativity" he concluded.

Sala: "We have to get back to the first business as quickly as possible"
"We will be with you at all times, in these critical times we have to bring out the best in the circumstances, so we go 'digital'. It is something different but now there is no need to think that we must get back to the first business as quickly as possible. We must go looking for a new normal, a different normal ". So the mayor of Milan, Giuseppe Sala, spoke at the press conference for the presentation of Milan Digital Fashion Week.

"We have learned lessons in recent months and, working on the potential of our city, we will be able to recover our brilliant past situation - he added speaking of the situation in Milan after the Covid emergency -. The world of fashion is fundamental for many reasons, for example for work. Now I am worried about my city and my country, it is so important to guarantee employment and new jobs right now and you do it. "