Milan - No air-kissing, a
safely-distanced front row and face masks are de rigueur - Dolce
& Gabbana is rewriting the rules of high-end fashion engagement
with one of the first physical shows of the Covid-19 era.
Part of Milan's otherwise digital menswear fashion week, the
show on Wednesday will be watched by a select group of guests
wearing face masks as the models stride down the catwalk a cool
metre apart.
It is being held on the university campus of the Humanitas
research foundation, which is trying to develop a vaccine
against the novel coronavirus - a project funded by Dolce &
Gabbana.
"We want to give a positive message, a message of rebirth -
it's possible to start again, respecting safety measures," said
Giulia Piacentini, a spokeswoman for the brand.
Together with another Italian brand, Etro, which is also
holding a physical show with guests on Wednesday, Dolce &
Gabbana's will be the first real-world fashion event by a major
luxury label since the easing of lockdown restrictions in much
of Europe.
As the Covid-19 pandemic forced luxury houses to shut shops
and idle manufacturing sites, brands cancelled events or opted
for audience-free, digital-only formats, such as the Paris Haute
Couture showcase earlier this month.
The French fashion world aims to return to physical shows in
September.
Wednesday's Dolce & Gabbana spring/summer 2021 menswear show
in Rozzano, south of Milan, will be attended by around 200
Italian and foreign guests including buyers, customers and
media.
Staff, models and guests have all received safety
instructions and must respect social distancing rules. Masks
will be compulsory backstage and for the audience, although
Dolce & Gabbana have not disclosed whether the models will be
wearing potentially trend-setting masks on the catwalk.
Piacentini said the show was aimed at supporting Humanitas'
Covid-19 research. The show's sponsors have donated money to the
project and guests will also be encouraged to contribute.