Giorgio Armani said it would hold its womenswear show to an empty room as a precaution. "The decision was taken to safeguard the well-being of all his invited guests by not having them attend crowded spaces," the brand said in a statement on Saturday. The show, scheduled for 1600 GMT Sunday, was livestreamed on its website, Instagram and Facebook pages instead.

Elsewhere at Milan Fashion week Italian designer Laura Biagiotti cancelled her show, while some attendees donned face masks. The decision was praised by some. "I am happy that Giorgio Armani today has decided, together with the Biagiotti line... not to do the parades in the usual way but to do them behind closed doors," said fashion critic Eva Desiderio.  

Dolce & Gabbana took a less drastic approach and held their events as planned. But for some attendees, the thought of being crammed into shows and parties was enough to spark anxiety. "We've all been in contact with hundreds of people, it gives me chills to think of all these interactions," said a woman working in the Fendi showroom. 

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Despite fears gripping some crowds, many of Saturday night's dinners and parties were well attended, including Bottega Veneta's fete celebrating its collection unveiled earlier in the day. Some journalists covering the event warned of hysteria setting in. "The concern over the virus is becoming alarmist. We have to be careful to not give into the panic," said one journalist from an Italian fashion publication. 

Over 50,000 residents in 11 towns in northern Italy are effectively under quarantine after Italy confirmed two deaths from Covid-19 on Friday and Saturday. Prime Minister Giuseppe Conte said the lockdown measures could last for weeks. On Sunday, Italy reported that a third citizen, an elderly woman with cancer, died after contracting the virus.