Zegna, Gucci rethink physical shows from digital platforms
Pedestrians pass by a screen showing a Versace model, during the Milan Digital Fashion Week, in Milan, Italy, Thursday, July 16, 2020. (Claudio Furlan/LaPresse via AP)MILAN The coronavirus-provoked fashion runway rethink was in full swing on the last day of Milans first Digital Fashion Week. Ermengildo Zegnas so-called Phygital presentation was a hybrid of physical and digital experiences that could be the harbinger for runway shows to come for the brand celebrating 110 years. Gucci, meanwhile, has already announced that it will eschew destination runway shows and whittle down its calendar to two events a year, in a bid for prudence. And this is my experiment.The digital experiment this fashion week -- conceived out of epidemiological necessity -- had the effect of emphasizing the absence of energy normally generated by the live shows.