The Green Closet, February 2011
21 Feb. 2012
FOREIGN VISITORS AND SUSTAINABILITY LEAD PITTI WOMEN EVENTSFrom February 25-27 Touch!, Neozone and Cloudnine – Milan's womenswear events, organized by Pitti Immagine (pittimmagine.com) – will take place in Zona Tortona, presenting 180 international fashion brands. 75 will be new participants and about 30% of those involved will come from foreign countries.
The show’s last edition registered 8,000 buyers out of 9,400 visitors. “Great scouting and a focus on creativity lead our selection," commented Agostino Poletto, vice-general manager of Pitti Immagine. “All of these companies are highly fashionable and their top quality products are aimed at intercepting the needs of the market, especially that of novelties and future trends."
A series of events will take place among the Pitti Women shows. For instance, The Green Closet, an event-exhibition that debuted at the February 2011 edition, will take place again this year in collaboration with UK Trade & Investment and the British Consulate of Milan. The Green Closet will continue to present British eco-friendly and ethical brands along with a special selection of eco-friendly bags designed by Vivienne Westwood, to be released on February 27.
Involving international visitors and collaborators is crucial, according to Raffaello Napoleone, CEO of Pitti Immagine. "Italian women's fashion has registered significant results in the system. Export led the market with significant results, especially from non-European countries. However, I believe that even more could be done regarding export, especially if Milan Fashion Week and all its shows and events took the opportunity to join forces and attain greater international visibility. Other countries are doing that already, like France, for instance. Italian womenswear events have a lot of potential that they have yet to explore. There should be more collaborations among events and Milan’s city authorities."
Maria Cristina Pavarini
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