After a massive success in February’s fashion week in front of over 300 invite-only guests, Digital Couture Summit is set to hold its next Edition of Milan Fashion Week SS’25 on September 19th. Traditionally hosted at Lynk&Co, in the heart of Milan in front of D&G Martini Club, the luxury evening promises to be a remarkable fusion of cutting-edge innovations, bringing together renowned couture houses, leading tech giants, emerging digital fashion startups and global press.
Digital Couture Summit MFW FW’24-25 guests - view from the stage. Photo by Vasyl Kalynchuk.
Glamorous fashion evening returns to Milan after making a statement as the first digital fashion event during traditional Milan Fashion Week. For SS’25 Season Nikki Cikaluk, fashion advisor, and Olska Green, fashion AI educator and founder of a phygital sustainable fashion brand Ecoolska, invite professionals from the tech, luxury, and beauty sectors to explore the most transformative trends shaping the industry.
As an exclusive, invite-only event, Digital Couture Summit curates an environment designed to inspire innovation and support fashion in the digital space. The third edition promises to bring some of the most prominent fashion houses and big tech such as Lacoste, Lanvin Group, Condé Nast Italia, Vogue Business, Google and Polygon exploring immersive experiences, digital identity and consumer behaviour in the luxury space.
The glamorous evening will be opened by Marta Pettenuzzo, Head of Creative Strategy at Condé Nast Italia in a fireside chat with Nikki Cikaluk. The fireside chat is designed to cover a broader topic of luxury houses implementing innovation in 2024 and Marta will try to give her personal prediction on the next trends in the digital fashion space.
Throughout the evening, global innovation leaders will come on stage to discuss how digitalisation is transforming the luxury industry by sharing their personal experiences and the latest implementations by brands. Topics will include the evolving consumer habits in luxury, the limitless potential of AI in creativity, and the implementation of digital product passports for enhanced transparency and sustainability. Noor Amaryllis from Google and Kirsty McGregor, Senior European Editor at Vogue Business, will share their take on consumer preferences and how technology shapes them. At the same time, the Director of Digital Transformation and Innovation of Lanvin Group will share the stage with ex-Calvin Klein Creative Director and new Creative Director of Genera Keiron Birch, RED-EYE Editor and Co-Founder of Kavana Lab Garry Krugljakow to discuss the limits of AI technology through the lens of AI try-ons and content creation.
The closing talk will feature Erin Surprenant of Lacoste, Felipe Fiallo of Fiallo, Co-Founder of SEAMM Alexandra Maslova and Co-Founder of Polygon Mihailo Bjelic to cover the hottest topic in the fashion industry - DPPs. With the upcoming EU regulations taking effect starting in 2026, the panellists will showcase a few real-world examples of successful DPP integration and explain the importance of digital identity on-chain to the audience. On the stage, Alexandra Maslova of SEAMM, an innovative leader in the phygital fashion space, will announce the launch of SMART DPP, a multi-chain digital product passport SaaS and its integration into Polygon blockchain with the help of Kavana Lab. At Digital Couture Summit MFW SS’25, SMART DPP will also announce for the first time DPP collaboration with Fiallo and PDHS.
Some of the evening’s highlights include the SS'25 Collection Showcase by Fiallo, whose official MFW show will happen on September 18th in iconic Palazzo Giureconsulti. The revolutionary collection will consist of 3 sneaker pairs designed with a proprietary 3D-printed outsole that reduces material waste while elevating comfort to an art form. For the first time, guests will have a chance to try-on a full-size AI Mirror by Genera and connect with Kavana Lab fashion and music team to explore crypto-based products on the Polygon Network. Meanwhile, Italian mixed reality company Metagate will present Ecoolska FW'24-25 Collection with the Meta Quest3 experience.
Another highlight of Digital Couture Summit MFW SS’25 will be Hermetik's limited-edition collection presentation. As an emerging force in high-end fashion, blending prêt-à-porter with cutting-edge Web3 technologies, Hermetik defies fast fashion and embraces "slow disruptive fashion." Each piece is a digital asset, authenticated through innovative Web3 integrations, making it exclusive in both the physical and digital realms. After its latest AW24 capsule launch in Lisbon, Hermetik team is coming to MFW.
Aperitivo throughout the whole evening will be exclusively presented by VETZ and Kinley for enjoyable conversations at Digital Couture Summit MFW SS’25. After a live DJ performance, a glamorous cocktail menu and photoshooting sessions at the event, the closing part of the night will be an exclusive Gala hosted by SEAMM and celebrating its SMART DPP launch at MFW.