17 July 2020

Between fashion and technology: the remote Milan Digital Fashion Week

The first Milan Digital Fashion Week has finally arrived. This edition, compared to the initial fears, will be full of news thanks to the help of remote software solutions that will allow viewing of the fashion shows.

2020 was to be a year like any other, which would have hosted Milan Fashion Week as it has been since 1973. Unfortunately, as a result of the obligation of social distancing introduced due to the pandemic due to COVID-19, the whole world of fashion has had to face the need to reinvent the vision of the classic fashion show.

It is the first appointment of this type in the history of the National Chamber of Italian Fashion promoted to present the men’s and men’s and women’s pre-collections for spring – summer 2021 in times of Covid emergency. A real debut for an event that has always had a significant sounding board for the city. The appointments are streamed through different platforms and amplified all over the world thanks to international partners.

Milan Digital Fashion Week was born in response to the need for social distancing imposed to prevent contagion due to the global health situation. Inability to travel, ban on creating gatherings and minimizing physical contact, have prompted the fashion industry to adapt through parallel technological solutions that could remedy the appointment with physical parades.

Thanks to the use of support technologies, the fundamental objective of this event, namely to promote the productive and creative value of Made in Italy, does not undergo enormous variations. The themes of digital fashion week? Sustainability, technological innovations and inclusiveness.

Through its Software B Fashion solution, Brochesia can help make these communications more effective and efficient. The latter therefore allows you to communicate with your customers through sample sessions, fitting or to follow “virtual fashion shows” and if necessary facilitate the management of possible purchases of products.

The solution, designed for the fashion sector, ideal to be used through wearable devices such as Smart Glasses or with Android Smartphones and Tablets, thus allows communication between the representative present during the fashion show and the customers / guests remotely, with sharing of the surrounding environment, or the fashion show with the aid of the use of Augmented Reality (AR).

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