MFW: HOW ONLINE LIVE STREAMS ARE REWIRING FASHION CRITIQUE

With Milan Fashion Week in full swing and our Instagram feeds flooded with LIVE show updates, it's impossible not to notice how instantly gratifying, yet ultimately conclusive, this real-time coverage can be. The current digital switch is undeniably entertaining, but does it leave room for deeper reflection?

This question echoed throughout a powerful dialogue I had the chance to witness between fashion commentators Giuliana Matarrese and Andrea Batilla in one of our ‘front row’ sessions at Istituto Marangoni. Their discussion unpacked the tension between instant reactions and thoughtful critique, which is a conversation long overdue in today’s scenario: where conversation feels especially timely in today’s scroll-fast, post-faster digital world.

One of the most resonant insights came from Batilla: “Having a foundation in writing means having a foundation in taking time to reflect.” The deliberate choice to engage thoughtfully is precisely what’s missing in much of today’s fashion discourse online.

Even when social media comments are positive, they often fall into the category of “unthinking positives.” The speed at which we consume and respond to content doesn’t allow for considered reactions. In contrast, long-form writing inherently encourages pause. It requires time, structure, and critical thinking- things that fleeting Stories and emoji-laden captions rarely demand. Can we cut through the hyper-attentive tension and make space for more slow-paced and deliberate thinking?

A key takeaway from the dialogue? The medium we use is not the message, and certainly not the content. Social media thrives on immediacy and virality, not necessarily on nuance or depth. It’s a space where reactions are valued more than reflections.

When it comes to fashion, this has flattened the conversation. Instead of engaging with collections as cultural commentary or artistic expression, we often see discussions limited to dismissive quips like, “Oh, I’d never wear those bags.” But real fashion journalism, the kind that unpacks context, explores intention, and draws connections, which goes far beyond surface comments.

As we continue to document fashion in the digital age, the challenge lies in resisting the urge to react instantly, and instead, making space for responses that carry substance.