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Milan Fashion Week moves to Porta Nuova

Milan Fashion Week moves to Porta Nuova

Six-day extravaganza with 170 events

Milan, 10 September 2015, 18:32

Redazione ANSA

ANSACheck

- ALL RIGHTS RESERVED

-     ALL RIGHTS RESERVED
- ALL RIGHTS RESERVED

Milan Fashion Week is relocating to the new Porta Nuova district of Italy's financial capital.
    Key events among the 170 scheduled over six days, from September 23 through September 28, have moved from the downtown area to the Pavilion designed by Michele Lucchini and the huge The Mall - "areas of the future", as described by the city councilor for labor policies and economic development, Cristina Tajani.
    The district that has redefined Milan's skyline will host the organization's headquarters and a number of happenings, including a 'fashion hub market' for young designers and shows.
    The idea of the city government is 'to promote the area of Porta Nuova and decongest traffic in Piazza Duomo", explained Tajani.
    The Sala delle Cariatidi at Milan's central Palazzo Reale will continue to host young designers' shows, organizers said.
    And to help foreigners discover the new Milan, Camera della Moda (Chamber of Italian Fashion) has commissioned an ironic 'Survival Guide' written by fashion journalist J.J. Martin. Along with new locations, fashion week will also showcase the debut of fashion designers who will be showing their collections for the first time during fashion week - Damir Doma and Daizy Shely, respectively a Croatian and an Israeli based in Milan.
    It will also feature the first collections by top designers as new creative directors of leading fashion houses - namely Peter Dundas at Roberto Cavalli, Massimo Giorgetti at Emilio Pucci and Arthur Arbesser at Iceberg.
    Their shows are not to be missed among the 70 in calendar, scheduled to take place over six days that will also include 105 collection presentations for a total of over 170 events.
    Milan Fashion Week events last September were 137.
    This year's edition has "a strong energy that can be felt", said the president of Camera della Moda, Carlo Capasa.
    Commercially, 2014 was a good year for the fashion industry "with a 3.8% increase in turnover from 2013 while a 7% increase is expected in 2015 with a turnover of 65 billion", continued Capasa.
    "The first six months of the year registered growth in line with 2014 but, after what happened in China, I don't feel like confirming a growth forecast of 7%, although it will be a positive year anyway", he also noted.
    Out of the 61 billion euros in turnover last year, 50 came from exports so the situation in Russia is obviously a concern for the fashion industry.
    "Russia is a market where we export a lot, let's see what happens, as companies we can only work to give value to Made in Italy", Capasa explained.
    And one of Camera della Moda's strategies is to "strongly invest in sustainability" with new standards on chemicals as of October.
    By studying the criteria that make an item of clothing sustainable, the Camera della Moda president said, "we have discovered that the required standards were already implemented in Italian companies: we are a more advanced country but often are unable to communicate this".
    The protocol studied with the Italian federation of fashion businesses Sistema Moda Italia, with the involvement of Federchimica, which represents the chemical industry, has been proposed to other international fashion chambers that coordinate with their Italian counterpart also in terms of international fashion calendars, explained Capasa.
    And as far as fashion month calendars are concerned, Capasa expressed the hope that an agreement will be found in future to ensure fashion shows do not coincide with the Jewish festivity of Yom Kippur (the Day of Atonement), which this year falls between September 22 and 23, during Milan Fashion Week.
    "I would be the first to sign it", noted Capasa, stressing however that rescheduling requires a concerted effort.
    This year, "it was impossible to move or cancel a day of shows - with 170 happenings over six days", he concluded.
   

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