MILAN LOVES ITALY: the system initiative to restart the Milan fashion week

White bets on the city by supporting Italian companies with Vièn as a special Guest
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The main players in the fashion system join forces - together with the institutions - to restore momentum and new energy in Milan, the epicenter of the fashion system from which the sector's economic revival must start again. For this purpose MILANO LOVES ITALY was born - an invitation to bet on Milan, empowering all Italian entrepreneurs to join forces, concentrating them on the Milanese capital that has always represented them. A situation arose from a difficult situation that aims to support Milan and the Italian supply chain with all companies to reassure foreign operators above all that the city is ready for September with renewed enthusiasm. An initiative born under the sign of inclusion, which sees for the first time concretely united all the operators for the restart of Milan. An act of courage and a challenge marked by the hashtags #insiemesiamopiuforti and #iovadoamilano, which well express the desire to enhance all the synergies that Milan can put in place to return to being a point of reference and international destination for operators in the sector. MILAN LOVES ITALY as a sounding board of Made in Italy and to involve Italian and foreign buyers and all professionals in order to bring them back to Milan, a place where fashion and culture meet business. The movement saw the Municipality of Milan, WHITE, the National Chamber of Fashion, CBI - Camera Buyer Italia and Best Showroom, an association that brings together over 50 Milanese companies. Massimiliano Bizzi, founder of WHITE, underlines the strength of «an inclusive and choral movement, which concretely brings together important operators at a strategic level for the restart of Milan. It is thanks to the cohesion between different realities - he continues - that we will be able to show our strength and leadership in the fashion sector. This is the real change, the union. With a single goal, Milan and Italy. Now we are waiting for other operators, who can interact with us to create a new chapter, including the economic one of the city ». And continues Mauro Galligari, one of the promoters of Best Showroom: «There is great energy for next September. Many customers will come to Milan, which must be found ready and prepared to welcome the experts again. Together with WHITE - the reference fair for women's fashion - and the other partners we are working intensely so that the fashion week is real and physical. Our work can not only be digital, but also involves the senses, research through travel to discover and nurture creativity, then proposing it to the market with new projects and designers ». Beppe Angiolini, Director with responsibility for Marketing & Communication for CBI concludes: «We must not forget that the Lombard capital represents a fundamental business hub. We tended to wait for Paris to conclude orders, but it is important that Milan returns to being the city where everything happens. It is important that we ourselves as Camera Buyer, showrooms and companies remain in Milan, where we should concentrate our energies to increase Made in Italy. Let's join together to work together in Milan, because it is important that the city re-appropriates the role it has, without any uncertainty ». In the short term, in view of the September fashion week, thanks to the special contribution of the MAECI and ICE Agency in support of the Made in Italy fairs, WHITE - together with BEST SHOWROOM and some reference showrooms of the Milanese panorama - jointly organize a special program of incoming foreign buyers. A first system operation to ensure qualified attendance at Milan Fashion Week. And just to revitalize the city - as happens during the Salone del Mobile - the organization of a calendar between presentations and events in the name of MILANO LOVES ITALY is planned. Several multibrand stores in Milan will be involved in which Italian and international designers will be presented. And WHITE confirms its dates with the show in physical form from 24 to 27 September in the spaces of the Tortona Fashion District. A physical edition enriched by digital, which aims to enhance and promote primarily Italian and international companies that have chosen to be in Milan. With this in mind, the special area WHITE for ITALY was born, which reveals a series of Italian excellence, such as Salar Milano, which have established themselves internationally for their style, research and undisputed product quality. Always in the name of Made in Italy and research is the choice of the September Special Guest: Vìen, a brand launched by Vincenzo Palazzo in 2018. The 32-year-old designer from Putignano with its history it perfectly demonstrates how Made in Puglia can conquer all the most prestigious markets. Vincenzo, who is divided between Milan and his hometown, has chosen to leave all the production of his brand in Puglia, mixing different cultural codes. The brand, which Vincenzo calls "multi-cultural and multi-ethnic", has met with great interest not only among professionals, but also among celebrities of the caliber of Lady Gaga. A WHITE Vìen will be present with a special area where you can discover its world of inspirations and the new collection.



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