MILAN – The coronavirus-provoked fashion runway rethink was in full swing on the last day of Milan’s first Digital Fashion Week.
Ermengildo Zegna’s so-called Phygital presentation was a hybrid of physical and digital experiences that could be the harbinger for runway shows to come for the brand celebrating 110 years.
The luxury menswear fashion house prepared seven minutes of footage of models traversing a natural runway in a 100-square-kilometer (38-square-mile) nature park in northern Italy established in the 1930s by the label’s founder, Ermenegildo Zegna.
From there, they segued into company’s historic wool mill, past machinery and archives.The juxtaposition was meant to celebrate Zegna’s natural textiles as well as the fashion house’s.
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