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Brief Published: 25 Feb 2020

Giorgio Armani Live-Streams Show


As Milan Fashion Week’s remaining dates have been cancelled due to fears surrounding the coronavirus (due to run from February 18-24), designers are seeking alternative ways to show their collections.

Italian design house Giorgio Armani, which was scheduled to close the event on February 24, presented its collection in an empty theatre instead, without the presence of press, buyers or celebrity guests. The closed-door runway show was live-streamed on both Facebook and Instagram, as well as on the brand’s website.

Digital and online solutions will become increasingly important alternatives for all kinds of events in times of crisis such as this one. Although not planned in reaction to health concerns, a similar initiative played out at London Fashion Week earlier this month. The MA Fashion graduate show at Central Saint Martins was presented in partnership with telecommunications provider Three to bring a 5G-powered holographic model to the runway, while the actual model sat front row. 

This technology, combined with live streaming, provides brands with an opportunity to reach people across the world immediately and simultaneously, without the current risks of staging an international gathering. It also allows individuals, such as models, to effectively make appearances at multiple events at once without needing to travel.