Innovative Milan Fashion Week Show Blends Historic Venue with Virtual Access

Client Request

The fashion world showcased its adaptability and ingenuity during Milan Fashion Week in September 2020, despite the global pandemic. Maryling's innovative runway show was a notable highlight, seamlessly combining historic elegance with modern technology to deliver a truly unforgettable experience. They reached out to us to achieve it.

Our Project

Our agency worked with the team at Guitar PR to select a stunning historic palace in Parco Sempione as the setting for the brand’s latest collection reveal. The show took place under a beautiful loggia, with its graceful arches providing a frame for the models as they walked the runway.

This inspired venue choice offered a striking contrast between classical Italian architecture and modern fashion, enhancing the overall presentation. Following strict pandemic protocols, the physical audience was limited to just 40 fortunate attendees.

However, Maryling turned this challenge into an opportunity to connect with a global audience. By live streaming the event on the brand's social media channels, fashion enthusiasts around the world could experience the spectacle in real-time, making high fashion more accessible than ever before. The event organisers paid meticulous attention to every detail, from the exquisite venue styling to the technical aspects of the live stream and the bustling backstage area. This ensured that both the in-person and virtual experiences were executed seamlessly.

Outcome

The outcome was a game-changing success, setting a new standard for hybrid events in the fashion industry. The luminous loggia, filled with natural light, created a captivating atmosphere that left guests in awe and provided a stunning backdrop for Maryling's latest creations. This harmonious blend of old-world charm and cutting-edge fashion set a new standard for pandemic-era runway shows, proving that style and innovation can thrive even in challenging times.