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MILAN — Milano Moda Main, a new event organized by Italy’s Camera Nazionale della Moda Italiana, the country’s Chamber of Fashion, kicked off on Thursday and is scheduled to run until Feb. 9. The association sees this commercial moment as instrumental in strengthening Italy and Milan’s position in fashion. Mario Boselli, head of the Chamber, talked with WWD about the genesis of the event on the eve of another fashion engagement here, men’s fashion week, which begins Saturday and runs through Tuesday.
This story first appeared in the January 15, 2013 issue of WWD. Subscribe Today.
WWD: Could you please explain what collections are presented at Milano Moda Main and in what way the event is an innovation in the fashion calendar?
Mario Boselli: There used to be two events, Milano Moda Pre-collezioni, showing women’s ready-to-wear collections for designer brands and, right after that, Milano Moda Showroom, selling men’s, women’s and children’s pre-collections. Last year, the first was held in the months of May and June, and the latter started on June 26 and ran until July 15. We saw that, as the market evolved, the dates were getting closer and there was a partial overlapping, so we thought it would make more sense to hold one single event with one strong brand. Milano Moda Main is the official list of the city’s fashion showrooms that will help coordinate their opening and the sales campaigns of both pre-collections and main collections.
WWD: Where is Milano Moda Main held?
M.B.: At the designers’ showrooms — this hasn’t changed.
WWD: What do you expect from this event?
M.B.: The world is changing this way. Just look at the Ermanno Scervino show held in Florence this week. He presented his women’s pre-collection for fall together with his men’s main collection for fall. There is a rationalization and a concentration of these phenomena that perhaps will do good to the system.
WWD: What was the designers’ response to the idea of Milano Moda Main?
M.B.: Very, very positive, with unexpected brands signing up. As companies have to pay a fee to be part of it, it shows they really believe in it.
WWD: How are you communicating the event?
M.B.: We are investing on an important marketing campaign on national and international magazines and newspapers, as well as online. The fact that we concentrate on Main as a single event allows us to be more effective in terms of communication as we focus our efforts on a single brand.
WWD: Have the changes been perceived and understood?
M.B.: Absolutely, and these are changes that have been requested by professionals working in the fashion industry.
WWD: What are the dates for next season?
M.B.: Milano Moda Main Summer will run June 13 through July 20.