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Milan Men’s Fashion Week SS21: Stream the best virtual and “phygital” shows here

Milan Men’s Fashion Week SS21: Stream the best virtual and “phygital” shows here

Last leg

Text: Joan Kong


Image: Getty Images

Here’s what went down during the first digital Milan Men’s Fashion Week

The first digital Men’s Fashion Week Spring/Summer 2021 has officially come to an end. Following the five-day event in Paris, Milan Men’s Fashion Week has also ended on a high note, and this season, the designers have all pushed boundaries with their virtual presentations. With the pandemic slowly easing in the European countries, a number of brands made the compelling case for live runway shows with a “phygital” format that bridges URL and IRL. Some of the highlights of the week include Prada’s Multiple Views film, and of course, Jacquemus dreamy wheat-field show.

Watch the best shows from Milan Men’s Fashion Week SS21 below:

MSGM

Titled “Che cento fiori sboccino” (Let 100 flowers bloom in English), MSGM’s Men’s Spring/Summer 2021 collection is all about the life after lockdown, and the hopeful feeling that stems from it.

Creative director Massimo Giorgetti says in the press release, “I wanted the collection to convey, both visually and aesthetically, the idea of joyous rebirth, the yearning for a renewal that I myself was experiencing after the challenging period during the first months of the year." The result? A line of simple and minimal silhouettes that are spruced up by the brand’s signature vivid colours and prints, pulled together by an energised spirit.

Prada

For Spring/Summer 2021 (aka Miuccia Prada’s last collection as the solo creative director), Prada invited not one, but five artists to present its menswear and womenswear line-up via a series of short videos.

Photographers Willy Vanderperre, Juergen Teller, and Joanna Piotrowska, artist Martine Syms, and filmmaker Terrence Nance each produced distinctive chapters that highlighted the pared back clothes that still pack a punch, from narrow suiting that’s finished with a utilitarian touch to the Linea Rossa range that fuses futuristic and retro elements.

Salvatore Ferragamo

Instead of presenting its SS21 collection, Salvatore Ferragamo launched its Cruise 2020 collection instead, with a video project that traces its rich history. From its founder’s beginnings to the challenges of the present to the opportunities of the future, get an insight into the world of Ferragamo, and check out the collection that radiates a sense of ease at the end.

Tod’s

Like Ferragamo, Tod’s also opted to present its Cruise 2020 collection during Milan Men’s Fashion Week, but instead of a video presentation to unveil its collection, the brand is opening its doors to its atelier to give us a behind-the-scenes view at the making of the collection, and a detailed look at the craftsmanship that the Italian Maison’s known for. Shot at its HQ in Brancadoro, let creative director Walter Chiapponi walk you through the creative process above.

Ermenegildo Zegna

To mark its 110th anniversary this year, Ermenegildo Zegna presented a phygital show that fuses both a digital and live experience. With a runway show staged at its headquarters in Trivero, models walked through a 3km route that covered an expansive lawn and the forest of Oasi Zegna, before making their way back to the rooftop of the building.

Collection-wise, the clothing is inspired by the osmosis of different worlds, where wearers can explore the different combinations according to their likings.

Jacquemus

Not officially on the Milan Men’s Fashion Week calendar, Jacquemus staged its co-ed Spring/Summer 2021 collection titled “L’Amour” in a wheat field that’s located one hour outside of Paris, making a compelling case for a live runway show.

Its guests were seated on one row (while practicing social distancing), and models walked down the long, winding catwalk in ensembles that were equal parts romantic and sultry. It was a great end to Fashion Month.

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