After revenge shopping, the era of revenge show? The long-awaited and apparently underway end of the pandemic has already had a rebound effect on clothing purchases, especially in China and the United States, where Covid has slowed down before other countries. And a sort of creative rebound is also taking place in the calendar of the next haute couture and cruise shows, the first to reap the benefits of the vaccination campaign, but which will maintain a digital soul with simultaneous streaming, an innovation destined to become permanent.
After canceling the 2020 events, some ateliers are preparing a triumphal return, often in the presence of the public, albeit still contingent and welcomed according to the health rules still in force: the center of the couture week will remain Paris, from 5 to 8 July , even if only on Monday 7 June the Fédération de la haute couture will release the first draft of the calendar. Balenciaga’s return to couture is highly anticipated (and a debut for Demna Gvasalia in this category), who will present the collection in the renovated atelier of Monsieur Cristóbal, at 10 Avenue Georges V. Also in the French capital, Giorgio Armani will present the Privé collection , on 3 July in the embassy of Italy.
Loading…
The spotlight of the fashion shows is also focused on Venice, a city that has been a symbol of rebirth and resilience since its origins, where the Architecture Biennale is underway and which is organizing that of the September Cinema: Saint Laurent will donate an installation by Doug Aitken to the city which will be the backdrop to the menswear show on July 14, and the day after Valentino will bring his couture collection renamed Valentino Des Ateliers to the Serenissima.
On June 17, the Dior Cruise 22 collection parade is announced at the Panathenaic Stadium in Athens, where the first modern Olympics were born, which will guarantee comfortable distancing for guests and is a place and symbol of restart, momentum and trust. A taste of the future that is also a tribute to the maison’s past: Christian Dior chose the Acropolis to present his collection in 1951, exactly 70 years ago.