The Coronavirus outbreak shook the fashion and luxury industry in an unprecedented way.

It forced the whole system to think in a different way and find unusual solutions to standard processes.

In the past month two women arose as the leaders of a new chapter: Miuccia Bianchi Prada and Christian Dior Couture Mariagrazia Chiuri.

Prada Group confirmed its powerful brand vision and the strength of experimentation in the visual arts merged with a collection presentation.

The project “The show that never happened” is the perfect symbol of how a fashion brand established several decades ago is perfectly in tune with the times thanks to its creative mastermind unstoppable research.
Miuccia introduced 5 artistic views in a powerful digital show. She mastered the art of visual communication with a conceptual touch, very close to the Brand DNA.

Dior Mariagrazia Chiuri launched successfully the Dior maison in the “phygital” dimensions with a movie directed by Award winner Matteo Garrone “Le Myth Dior” and a stunning show in Lecce, Italy for the cruise presentation two days.

How exceptional is it that the most French of the luxury maison organize such an impressive event in Italy, collaborates with local artisans and pays a tribute to Italy right after the lockdown?