14/17 July 2020 is a turning point event: the first digital fashion week that could lead  the way for the fashion shows of the future is born, with interactions among physical and virtual and audience all over the world. Top brands, Camera Moda and Superstudio are ready. 

Phase 3 of the post-coronavirus opens, bringing along lots of good intentions. Among these, some outstanding initiatives suggesting a less selfish world, a better awareness of diversity and needs. There are already many entrepreneurs of the Made in Italy, fashion and design, that since the first signs of the pandemic have made a race of generosity to help the health crisis with generous offers in money or with supplies of medical devices or even with funds to support families of virus victims (see HERE on our @AT).
Now it is Dolce&Gabbana to announce that Domenico Dolce and Stefano Gabbana's personal commitment goes on. In a live video statement during a Corriere.it live, the news arrived that their usual spectacular fashion show scheduled for June but suspended like all, will take place on 15th July in the gardens of the Humanitas University campus, next to the hospital of excellence just outside Milan, whose research they already support. Why there? "It is a very representative place today. It took a long time to figure out if it was possible for the lockdown and the new provisions. But now, with maximum safety, we will do everything. We will send the invitations and everyone will be free to decide. If they have to, the models, all Italian, will walk wearing the face masks, no problem. We are in the absolutely best place for safety" the designers explain.
A double special occasion: not only will it be an exciting participation that accompanies the first Fashion Digital Week, but also sanctions the newfound harmony between the creatives and the National Chamber of Italian Fashion, from which they had withdrawn over twenty years ago: "It's time to assert us. There is too much envy towards us Italians, yet this is where everyone comes to produce. Let's show them who we are. We had been thinking about returning for some time, now it seemed a duty for Italy: it is too important to be there in this first Digital Fashion Week, an effort for everyone, big and small".
If we add to this that Giorgio Armani will also return to the Camera della Moda, we are sure that other big names will follow, to the benefit of our image.
The President of the Chamber, Carlo Capasa, so discloses the new digital initiative, born from the limits of the lockdown and safety measures, but which perhaps anticipates a new, futuristic way to make or complete the fashion show: «We wanted to give a strong sign to the market, to the people, to promote the outgoing and in progress collections, to approach the agents and sales campaigns, which are certainly limited yet important. It will keep the machine productive. People will not travel, but will be with us, connected from all over the world. Just as the city will be involved with screens everywhere. It is an experiment never tried, but the success of the previous experiment with digital for China makes us more than optimistic".
A contagious optimism and enthusiasm, which is working as an engine to set creativity and commitment back on track. Which we never escaped ourselves, with an important investment and a bet on the future. At Superstudio Più everything is ready to give answers to this new need. The large Central Point space, recently equipped with a scenographic and gigantic 24x5.4 meter led wall, perfect background for virtual scenography, videos, filming, animations, details of the live set, already equipped with lights, stage, catwalk (all customizable), latest shooting, directing and connection technologies to satisfy the most daring requests from creatives, directors and visuals. In the largest space in Milan a unique and extraordinary predisposition available to everyone to contribute to the return of beautiful Italian fashion.