As if retailers and press needed more shows, the ever-expanding fashion circuit has just added another leg: Milano Moda Pre-Collezioni, a presentation of pre-collections to be held at the designers' showrooms and aimed mainly at international buyers. The new event will precede another series of pre-collection shows organized in Florence by Pitti Immagine.
The first edition of Milano Moda Pre-Collezioni will kick off May 20 and run for a month. The project is coordinated by the Italian Chamber of Fashion, which is investing 200,000 euros, or $292,280 at current exchange, to promote it. Given the majority of fashion houses' sales are now done in pre-collections, Mario Boselli, head of the chamber, said the project was a way to "facilitate buyers" and to "stimulate the system."
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