Milan Announces A Newer, Longer, Fuller Fashion Week

July 27, 2010 • Fashion

The Palazzo Giureconsulti, a potential Milan show site for September.

Finally, there is some good news in the construction of a Fashion Week, courtesy of Milan. The Italian Fashion capital has confirmed it is charging headfirst into this year's slew of fashion events, and leaving no picturesque stone unturned. Italy's Chamber of Fashion has announced it will be "bulking up" Milan Fashion Week with a seven-day calendar and runway shows to be
held in 13th-century locations and stately buildings lodging Tiepolo

Retailers, designers, and politicians are all displaying their enthusiasm for the upcoming event, and urging their beloved city to do the same. Praising Milan’s “unique spaces,” its culture, food and lifestyle, Tod’s chairman Diego
Della Valle
urged Italy’s fashion industry to “remain prominent". There
is a new wave of consumers from Asia, and we must be ready for them,”
he said. Della Valle has become a notable figure in the creation of the calendar after he took a stand back in February against a shorter fashion
week, with the likes of Giorgio Armani, Prada’s Patrizio
Bertelli, Fendi’s chief executive officer Michael Burke, Roberto
Cavalli and Krizia’s Mariuccia Mandelli.
At the time Anna Wintour was criticized for pushing for a condensed event, but Della Valle assures that there is no bad blood. “I saw Anna Wintour a couple of weeks ago, she’s been a friend for the
past 30 years, and she is only too pleased that we are doing well for
ourselves, and she wants to come back,” he said. 

Everyone else seems to be please of the progress as well. “We are rebuilding our system, after 30 years of collaboration with the
city’s fairgrounds,” said Mario Boselli, head of the association. The
city of Milan is collaborating with the chamber and will open the doors
to some of its historic edifices during the shows, which will run Sept.
22 to 28,
and promises to be one of the most memorable in the history of the gorgeous city. That's Amore!

Article and Photo Source: WWD

-Alia Rajput

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