Together with another Italian brand, Etro, which also held a physical show with guests on Wednesday, Dolce & Gabbana's will be the first real-world fashion event by a major luxury label since the easing of lockdown restrictions in much of Europe.
As the Covid-19 pandemic forced luxury houses to shut shops and idle manufacturing sites, brands cancelled events or opted for audience-free, digital-only formats, such as the Paris Haute Couture showcase earlier this month.
The French fashion world aims to return to physical shows in September.
Wednesday's Dolce & Gabbana spring/summer 2021 menswear show in Rozzano, south of Milan, will be attended by a crowd of 200, mostly Italian guests, including rappers and footballers.
The usual front row of A-list foreign celebrities and large Chinese contingent of buyers, media and influencers will be kept away by coronavirus restrictions on travel.
Staff, models and guests have all received safety instructions and must respect social distancing rules. Masks will be compulsory backstage and for the audience, although Dolce & Gabbana have not disclosed whether the models will be wearing potentially trend-setting masks on the catwalk.
The show is aimed at supporting Humanitas' Covid-19 research. Its sponsors have donated money to the project and guests will also be encouraged to contribute.
- Reuters