28 Jul. 2010
NEW FORMAT FOR MILAN FASHION WEEKMilan women’s and men’s fashion weeks will be transformed this September and particularly during the week of September 22-28, according to Mario Boselli, President of the Italian Fashion Chamber. From September 8-30, Milan will host a series of fashion-related trade shows, including Milano Unica and Micam, in addition to fashion week. In turn, the city will offer a variety of cultural events, longer opening hours, special agreements with hotels and stores and discount rates on Alitalia flights to better support the fashion capital. The initiatives are aimed at boosting the entire Italian fashion industry, which generates 11% of the country’s turnover in manufacturing and a million jobs, according to Milan’s mayor Letizia Moratti.
With the support of the city and parallel initiatives such as White, Touch, Cloudine and Neozone that have changed their dates, designers and associates of the National Fashion Chamber sat down together to compile a calendar that could attract and keep international buyers and visitors in the city longer. The intention of the organization is to maintain season after season similar schedules, reflecting the Paris calendar. Younger designers will alternate with big names while less interesting brands have been cut from the calendar to present the best that Italy’s fashion industry has to offer.
A more central and magnificent new group of venues will host part of the shows, in addition to brand showrooms and designers’ headquarters. The new Fashion Hub, substituted for the far-off Gattamelata Fashion Center, is based near the Duomo in four historic and prestigious locations: Palazzo Giureconsulti, Loggia dei Mercanti, Palazzo Clerici and Circolo Filologico, all of which are within easy reach from the Metro and public transit and within 300m walking distance of each other.
Maria Cristina Pavarini
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