Ermenegildo Zegna has outlined a plan for its step into the future by announcing an upcoming, fully digital menswear show.
Christened “PHYGITAL,” a portmanteau of “physical” and “digital,” the new format showcase, which will be devoted to the 2021 summer season, is scheduled for July. This was revealed by the Italian brand’s creative director Alessandro Sartori on social media networks yesterday.
“I have always wanted to use alternative formats to communicate my creative process to an even wider audience. The idea that this season I will present the collection with a digital tool gives me great energy and freedom of thought because I can finally enter directly into people’s homes,” explained Sartori on his Instagram account.
This development comes hot on the heels of London Fashion Week’s update that it has opted to go entirely online with merged shows for men’s and women’s wear in June. Ermenegildo Zegna is one of the many major fashion houses that must not only adapt to the ongoing global health crisis, but also have to prepare for a world “after” the current lockdown that will continue to be transformed by the pandemic. As a result, multiple changes to schedules for this year’s fashion shows are also being accompanied by a major rethink on the question of how to present future collections.
(Main and featured photos: Miguel Medina/ AFP)