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Milan Virtual Fashion Week

On Wednesday, Italian brands Missoni and Fendi kicked off the first day of Milan Fashion Week, with designers once again forced to substitute the buzzing catwalks due to the COVID-19 pandemic for digital presentations.

Designers had to find new ways to attract fashionistas with their designs a year after Italy reported the first positive case of coronavirus in the north, leading to the first lockdown in Europe.

Missoni was the first fashion house to stream a video of its new womenswear, combining clothes for autumn/winter with those for spring/summer, renowned for its zig-zag “Fiammato”, or flamed, pattern and vibrant designs.

Models re-enacted social events, from bowling games to catch-ups with colleagues, at Milan’s Assago Forum, a venue that has been shut down for months.

In a variety of colors, they wore dazzling knits, loose trouser suits, long ribbed gowns and casual wear.

Some put on hats and scarves while others posed in the video swimwear, which was captured as if in an ongoing clip.

In what Missoni described as “a celebration of the return to a regular social life,” glittering party wear was also present.

“To illustrate the idea of the wardrobe, I mixed and matched pieces from different seasons,” creative director Angela Missoni said in a statement.

Milan Fashion Week runs until March 1 this season, with brands like Armani, Prada and Valentino posting videos of their collections on a digital platform.

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