Digital Couture Summit returns at MFW SS’25

On September 19th, the Digital Couture Summit will return to Milan Fashion Week (MFW) for its SS’25 edition, continuing its groundbreaking fusion of high fashion and cutting-edge technology. Following its success earlier this year, where over 300 exclusive guests attended, this invite-only event promises to be a remarkable convergence of luxury, innovation, and digital transformation.

Held in the heart of Milan at Lynk&Co, the event will feature representatives from renowned fashion houses such as Lacoste, Lanvin Group, and innovative tech companies like Google and Polygon. The Summit’s focus will be on how technology is reshaping the luxury sector, from immersive experiences to digital identity and changing consumer behavior.

The evening will open with a fireside chat between Marta Pettenuzzo, Head of Creative Strategy at Condé Nast Italia, and Nikki Cikaluk, the event’s co-organizer. Pettenuzzo will offer insights into how luxury brands are adopting digital tools and share her predictions for the future of fashion innovation.

Throughout the evening, key thought leaders such as Kirsty McGregor from Vogue Business and Noor Amaryllis from Google will discuss evolving consumer habits, while others will explore AI’s growing role in fashion creation. Lanvin Group’s Director of Digital Transformation Baris Gencel and ex-Calvin Klein Creative Director Keiron Birch will also address the possibilities and limitations of AI in fashion content creation and try-ons.

Notably, RED-EYE magazine's founder Gloria Maria Cappelletti will be one of the evening’s speakers, bringing her expertise in blending editorial creativity with technological innovation to the stage.

A key topic of discussion will be Digital Product Passports (DPPs), with Lacoste’s Erin Surprenant and Felipe Fiallo, alongside Polygon’s Co-Founder Mihailo Bjelic, showcasing real-world examples of DPP integration. With tech demos, AI try-ons, and exclusive collection presentations, Digital Couture Summit SS’25 is set to redefine the future of fashion, showcasing the perfect marriage of luxury and innovation.

Text by Daniel Face

Image Courtesy by Digital Couture Summit

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