Gucci at Milan Digital Fashion Show

The Spring Summer 2021 edition of Milan Fashion Week Men’s takes place in cyberspace.

This type of shows are currently being called ‘phygital’ – a portmanteau that supposedly encapsulates the filming of a physical runway/performance before it’s uploaded online.

Though it is not certain this phygital keyword is going to fly, but this virtual fashion week is already an interesting one and well detailed. In contrast, traditionally physical fashion shows are exclusive invite-only events attended by celebrities, bloggers, buyers and the most important media. With this new phygital way of fashion shows, digital presentations being showcased on the Internet – which is an inherently democratic medium – designers’ shows are suddenly open to the masses.

Watch what went down at Gucci Digital Fashion Show