In the cities of New York, London, Milan, and Paris, the first Fashion Month at the time of Covid-19 took place. From September 13th to October 6th, this strange SS21 season was split in two: a mix of ready-to-wear fashion shows with empty front rows, a small audience social distancing in their seats, a minimum of street style and virtual presentations with digital content streamed on Instagram and social channels, reaching a never seen before share, from the 685.000 viewers for Giorgio Armani to the 95 million views of Dior.
The symbol of a long-awaited rebirth but also of a past that is difficult to forget, and of a world that has changed, just like us. A break with traditional schemes for a combination of online and offline, digital and real that tries to adapt to the new normal and to move forward despite the difficulties.