The Men’s Milan Fashion Week, which was set for June will be postponed to mid-July and presented in digital format with photos and video to avoid the risk of ongoing coronavirus contagion, stated Italy’s national fashion chamber.

They also stated: “Milano Digital Fashion Week” from July 14-17 will allow for the presentation of spring/summer 2021 men’s collections and spring/summer 2021 men’s and women’s pre-collections, along with a platform designed to give access to showrooms.

The move was taken to help brands reach out to buyers and promote their brands without person-to-person contact that risks the spread of coronavirus. The digital format will include photo and video content, backstage interviews with designers, as well as webinars and live streaming of keynote speeches, showcased on, Instagram, Facebook, Linkedin, Weibo and YouTube.

The French Federation of Haute Couture and Fashion announced a similar initiative , which will feature an online presentation of spring/summer 2021 men’s ready-to-wear from July 9 to 13. Due to the coronavirus pandemic, the upcoming ready-to-wear week and haute couture shows in Paris in June and July have been cancelled. In March, Italy’s fashion chamber announced that men’s shows scheduled for June would be pushed back until September, joining the women’s shows.