THE FUTURE OF ITALIAN FASHION IS IN BUSINESS AND NEW TALENT

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Hall 3 of fieramilanocity from 25th to 28th February turns the spotlights on MI Milano Prêt-à-porter, international show organised by Fiera Milano Rassegne presenting prêt-à-porter womenswear and accessories for Autumn/Winter 2011-2012. As well as showcasing new products and new fashion trends, the event aims to become increasingly a platform for new research and meeting-place for businesses, stylists and buyers. 210 brands will take part in this edition where, once again, much attention will be paid not only to new products from well-known fashion companies, but also to creative inspiration from new talents.

We have the third edition of The Hothouse, the event’s special space for young talent, beating heart of the show and melting-pot of creative novelty. The Hothouse hosts for this edition no fewer than 17 griffes presenting their garments and accessories: Arnoldo Battois, Coliac, Comeforbreakfast, Cristiano Burani, Fabric Division, February, Francesca Liberatore, Frei und Apple, Georgia Turri, Gilda Giambra, Matteo Thiela, Mauro Gasperi, Miryaki, Mrs. Design, Oroviola, Vernissage and Vivetta.

The exhibition layout of Hall 3 begins with brands representing experimental and contemporary clothes, followed by more classic garments, then brands of accessories and leather goods, thanks also to the collaboration of Mipel, The Bagshow, international leather goods fair.

The new feature of this year’s show in Milan is the inclusion in the exhibition of underwear, in a dedicated space, with a nucleus of great companies. This strategic decision is in line with the previous year, which brought high-quality beachwear into the event. By including underwear and beachwear, the product offer is broadened in response to a market need (that of boutiques who, along with the outfit, also offer underwear, beachwear and accessories), while maintaining the high quality standards of Italian products in the fair. For the first time, big sector names will present their new creations, including Christies, ç les maçons danseurs, Dana, I.D.Sarrieri, Paladini, Ritratti and Valery.

After its success at the previous edition, MI Milano Prêt-à-Porter in February is once more a launching pad for young key players with Collisions – collision routes, a special project where 4 talented young Italians collaborate with famous Italian fashion companies. This collaboration has produced some capsule collections shown in the fair in a special area and in a top shop window – La Rinascente in Piazza Duomo, Milan. From 22nd February to 14th March, this famous downtown store will put some creations from Collisions in its shop windows, where the general public can see trends for next winter and all-Italian creativity.

“MI Milano Prêt-à-porter is an event conceived as a flexible project, that responds to market requirements” – says Marco Serioli, Executive Director of Fiera Milano Rassegne. “This formula is greatly appreciated by professional operators and we continue to believe and invest in it, our eyes on the overseas market, for offering maximum promotion for collections present in the fair”.

On the international front, delegations of foreign buyers, invited in collaboration with ICE (the Institute for Export Trade) will be visiting, from: Hong Kong, South Korea, Russia, Czech Republic, Poland, Ukraine, Kazakhstan and Azerbaijan.

MI Milano Prêt-à-porter also participates in the Milano Fashion City project, a sort of large virtual umbrella sheltering more than 50 protagonists of the fashion system in Milan during the month of February, as well as culture, art and music. Milano Fashion City is promoted by Milan Chamber of Commerce and Promos.

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