Etro will offer guests and top clients the chance to watch its spring 2025 runway show during Milan Fashion Week via Apple Vision Pro headsets.
On Wednesday, the brand will offer eight guests in Milan and a selection of its top clients around the world the opportunity to watch its show live via theshowroom, along with the top clients from its flagships across key cities in Europe, Asia, Middle East, and the U.S. In the days following the show, the Etro stores in Milan’s Via Montenapoleone, Tokyo’s Ginza and New York will offer the chance to rewatch the event as well as check out extra contents to all clients, too.
The activation marks the first time a fashion brand will broadcast a live runway show on the device, and follows in the footsteps of other players of the industry tapping intotool as “a revolutionary spatial computer that transforms how people work, collaborate, connect, relive memories and enjoy entertainment.
While the device hasn’t launched in Italy yet, Etro has developed an app for Vision Pro with IT solution provider MMN, which will be available in the App Store in the markets in which the device has been already released. This will not be the first time the Italian fashion house is experimenting with digital implementations.
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