While many editors and buyers head to the Italian fashion capital in hope of sunnier skies, authentic gelato and an exquisite design offering during Milan fashion week, this season we (yet again) are staying very much put within the big smoke. Much like every other men's fashion week that was meant to commence during June, Milano was digitised so that anyone, working within industry or not, could get a glimpse as to how these brands reimagined their usual format to fit our computer screens.

Unsure as to what is worth watching? We’ve riffled through the sartorial selection to tell you exactly that.

Salvatore Ferragamo
In the tumult of new experiences we’ve had to embrace and adapt to during this year, a reminder of our history and how we got here seems appropriate. This is a concept Salvatore Ferragamo have explored this season, debuting a video timeline of how the brand started, to how it got to the Pre-Spring 2021 collection. In a concise three minutes, you’ll learn the essence of Ferragamo, and how it grew from a shoe brand to one of the most notable fashion houses to date.

Watch the film here.

MSGM
The Beatles expressed in 1967 that ‘all we need is love’, and MSGM clearly feels the same. Their fashion week offering was titled ‘Non So Dove, Ma Insieme’ – ‘I don’t know where, but together’ in English – and showed a group of friends/models/lovers rejoicing in things we’ve whole heartedly missed; human touch, freedom and joy. Showing their Resort 2021 and Mens SS21 collection, the colourful and youthful film presents the clothes as how we’d like to wear them: whilst having fun. Warning: feelings of nostalgia for the lack of responsibilities you had in young adulthood will arise.



Santoni
Calm and classic, Santoni’s fashion week production caught our eye for it being a loving ode to nature. Set in the Le Marche region, where the brand is based, cinematic landscapes were the backdrop to the next collection, with a classical soundtrack that played perfectly in time to the changes in frames. Bravo!

Watch the film here.

Prada
Consistently blurring the boundaries between art and fashion, Prada’s visual presentation played into the face that anyone viewing this will be interpreting it differently due to their different surroundings. With this in mind, they asked 5 different creatives, Terence Nance, Joanna Piotrowska, Martine Syms, Juergen Teller and Willy Vanderperre, to create a film capturing a point of view on Prada. Collated together in one experience with several chapters, ‘The show that never happened’ was born.



Gucci
With possibilities within the digital realm being truly endless, Alessandro Michele of Gucci, took it within his stride. On Friday 17th, the Italian fashion house live streamed their team shooting their advertising campaign, where the designers found themselves the models for the occasion, which showing for a legendary 12 hours. Named Epilogue, the collection is the closing of this current chapter, as the brand moves into creating only two collections a year as they continue in this ‘new normal’ era.



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