In all 166 collections dedicated to spring-summer 2018, and then the whole outline of events, presentations and atmosphere that once again make Milan the capital of fashion: the Milano Moda Donna Fashion Week is back today, until the 25th. The big news this year is that not only talent and creativity will be rewarded, but the event is going green and also rewards sustainability. In fact, it will take place there first edition of the Green Carpet Fashion Awards Italy, organized by Camera Nazionale della Moda Italiana in collaboration with Livia Firth's Eco-Age.
GREEN – The evocative event will take place at the Teatro alla Scala on 24 September 2017 and will bring together some of the most prestigious brands and emerging designers, whose vision and creativity represent the future of fashion. For the occasion, the square in front will be transformed into a large garden open to the public. For the rest, the usual busy program made up of 63 fashion shows, 94 presentations, 20 events on the calendar, 166 collections, debuts (Paul Surridge at Roberto Cavalli, Lucie and Luke Meier at Jil Sander, Manuel Facchini), many venues involved (such as the Fabbrica del Vapore), and two giant screens, in piazza San Babila and piazza Gae Aulenti, to follow the event.
THE FASHION SHOWS – On the first fashion day there are Grinko, Atsushi Nakashima, Alberto Zambelli, Gucci, Byblos, N°21 and Fausto Puglisi. The 21st begins with Max Mara, and continues without a fight with Fendi, Prada, Arthur Arbesser and Moschino. Unmissable on 22 September with the Tod's, Giorgio Armani, Sportmax, Krizia, Etro, Roberto Cavalli, Brognano and Versace shows. On 23 September Bottega Veneta, Antonio Marras, Blumarine, Ermanno Scervino, Missoni and Salvatore Ferragamo arrive. The shows of Marni, Trussardi, Laura Biagiotti, Stella Jean and MSGM will be held on 24 September.
MILAN XL – For Milano XL we mean the whole outline of city events open to the public. In Palazzo della Ragioneria (Piazza della Scala) you will find the Library of fabrics, the representation of a gigantic wooden bookcase mounted on the facade of the building. La Rinascente (Piazza del Duomo) will host the Cosmos of beauty, a composition of masks painted on the facade of the building, while Galleria Vittorio Emanuele becomes a living room of joys, showcasing a selection of masterpieces from the history of art right on the octagonal square. In piazza Croce Rossa, there is L'ultimo dono, a work dedicated to the leather production chain, while in via Montenapoleone we find From the shop to the showcase. The cinema of arts and crafts. The heart of Milanese fashion offers an unprecedented show: the stories of the arts and crafts protagonists of Italian fashion will be projected on the facades of the buildings. It ends in Piazza San Carlo with Vestire il viso, a video show to pay homage to the excellence of Italian eyewear. Moschino, together with TIDAL and Vodafone Italia, present TIDAL X: Moschino, the afterparty to be held on the occasion of Milan Fashion Week, on Thursday 21 September 2017 at the Apollo Club in Milan, to celebrate the Moschino spring-summer 2018 fashion show. Creative director Jeremy Scott will personally dress the evening's guest star, Canadian DJ and producer Kaytranada.
FASHION FILM FESTIVAL – The Milan Fashion Film Festival is back on the occasion of the women's fashion week, an international event founded and directed by Constanza Cavalli Etro which showcases fashion films from all over the world to share different points of view, aesthetic, narrative and stylistic codes. Three days of screenings and thematic activities open to the public, during which it will be possible to watch over 160 films, selected by the artistic committee of the Festival together with the curator of the fourth edition Gloria Maria Cappelletti, among more than 800 projects from 50 countries and registered for free At the contest. To inaugurate the event Saturday 23 September at 19pm the Milan preview of the documentary film on the life of Franca Sozzani Chaos and Creation, directed by his son Francesco Carrozzini, photographer and director. A special evening by invitation to remember a woman who made the history of fashion. Among the novelties of the 2017 edition is #FFFMilanoForWomen, which aims to enhance female talent in the fashion, cinema and art sectors through a series of thematic projects and meetings moderated by protagonists of the cultural and artistic scene. In this area, the partnership with Vogue Italia continues with the project Through my Eyes ep. 2 – Women's View: 5 fashion films shot by 5 young international directors to tell the world of fashion through the eyes of women, which will be screened in a special installation in Via Montenapoleone during the Vogue Fashion Night Out 2017 and obviously in Piazza XXV Aprile 8, at Anteo Palazzo del Cinema, headquarters of the fourth edition of the Festival. Access to the screenings is free, subject to online registration on the website www.fashionfilmfestivalmilano.com, subject to availability.
EXHIBITIONS - During the Fashion Week there is also an appointment with some of the most important trade fairs in the sector. From 17 to 20 September at the Rho Pero Milan exhibition center on stage "MIPEL - The Bagshow" (the most important international event in the world panorama of bags and fashion accessories) and “theMICAM”, the International Footwear Exhibition, that will present the collections for the Spring/Summer 2018 season in the large spaces of the Fieramilano exhibition area. From 22 to 25 September 2017 White Milano, the appointment with the collections of clothing and accessories for women in the name of research and contemporary. In conjunction with the fashion week which sees strong coordination between the fashion sector fairs, the show adds a day to its timing. Over 500 brands in four exhibition areas located in Via Tortona 27, 31, 35 and 54 (Superstudio Più, Archiproducts, Hotel Nhow, Base Milano).
INDUCED - The fashion week has always had an important economic impact on the city: already a year ago the estimates of the Chamber of Commerce of Milan had established a generated by over 42 million euros in the seven days of women's fashion shows. A figure that this expanded version of the event aims to exceed. The effects are noticeable on several fronts, among which the tourism sector stands out: according to the estimates of the Territorial Marketing Service of the Chamber of Commerce of Milan, Monza Brianza and Lodi on Res Str Global data, nine out of 10 hotel rooms are full, especially in central and luxury hotels. There are all the premises for the upcoming event to confirm the economic impact of last February's fashion week, when the hotels in the Lombard capital had recorded 17 million euros in revenues, with 88% occupancy. Also in that case it was a growing edition: +9% of revenues compared to the winter fashion week of 2016. To attract tourists, buyers and journalists in the lead, the first three days of the show: between Wednesday and Friday , days in which the collections of super big names such as Gucci, Prada, Fendi, Max Mara, Giorgio Armani and Versace parade, in fact concentrate 50% of hotel revenues for the entire week.
