It is – along with Matthew Williams’ debut for Givenchy – one of fashion’s most eagerly awaited shows. But Raf Simons’ debut as co-designer of Prada will be happening digitally, after plans for a physical show as part of the upcoming Milan Fashion Week have been shelved. 

While an earlier version of the show schedule had Prada as an IRL event, the latest version of the calendar shows a move to digital, which was later confirmed by a brand rep. 

As for what that digital show (happening September 24) might be, we‘re waiting to find out. Back in June, Prada showed a series of films under the title Multiple Views, working with a line up of artists and filmmakers Juergen Teller, Martine Syms, Joanna Piotrowska, Terence Nance and Willy Vanderperre. There was also a more traditionally filmed runway show.

Per WWD, the show will be supplemented by “virtual viewing events taking place in cities including New York, Los Angeles, Paris, London, Berlin, Moscow, Dubai, Istanbul, Seoul, Hong Kong and Tokyo”. 

Showing on film won’t be entirely unfamiliar territory for the Belgian designer. After all, one of his first-ever menswear collections was presented that way. 

Oh, and as for Givenchy – Williams is also planning to wait until next season for a full-on runway, but will show a preview of some looks during Paris in early October.

UPDATE: Prada has confirmed some more details of the SS21 show – including at-home digital screenings and in-person, socially-distanced activations. Read more below:

Prada announces today that the Prada Womenswear Spring/Summer 2021 fashion show will include both digital streaming and physical programs worldwide. The show will be streamed on September 24th at 2pm CET across all Prada social media platforms as well as on prada.com.

Global activations – in respect of social distancing and protection measures – will include: local private screenings at exclusive locations, viewing kits to be delivered to enjoy at-home digital screenings and virtual viewing events, occurring in different cities, such as New York, Los Angeles, Paris, London, Berlin, Moscow, Dubai, Istanbul, Seoul, Hong Kong SAR and Tokyo. While a special event at Prada Rong Zhai, a historical residence in the heart of Shanghai will offer viewings in different rooms of the villa, followed by an intimate reception. Private appointments to view the collection will be scheduled in Milan on September 25th and 26th.