Milan Fashion Week: request to not take pictures at the show

By

Dominique Muret

Published
Feb 24, 2016

An increasing number of brands have radically altered their strategy, making their collections available for sale right after the shows, while some of them are resisting, fighting by whatever means they can against the 'everything, now' tyranny imposed by the Internet.

Italian designer Massimo Giorgetti, who is also the Creative Director of Emilio Pucci, thus added an unusual message to the invitation card to the show for his ready-to-wear brand MSGM, scheduled for Sunday in Milan.

The text on a black background, headed 'Interlude', the collection's name, invites the audience to "put back [sic] your phone and enjoy the show." "We kindly ask you not to post any image of the show on social media," asked the brand, bucking the current trend for 'see now, buy now'.

The request does seem anachronistic, and its efficacy seems questionable. Other designers have fully grasped this, and simply decided to give up on the ritual and do without a show. Argentinian designer and former DJ Marcelo Burlon, whose streetwear brand Marcelo Burlon County of Milan, launched in 2012, has shown in Milan for the last few seasons, recently announced its withdrawal from the schedule.

He was due to hold a presentation on Saturday, but journalists and bloggers will have to settle for a lookbook and a video. "We were born with social media, and for us they will remain an essential communication tool," explained Marcelo Burlon in a note sent to the press. "We are in the process of evaluating the best way to reschedule our shows, optimising our budgets and taking into account the decisions adopted by other brands such as Tom Ford and Burberry," he concluded.