FIDENZA, Italy — Value Retail, specializing in the development of luxury outlet shopping destinations, inaugurated the latest edition of The Creative Spot Fashion project in its Italian unit of Fidenza Village on Tuesday.
Located a one-hour drive from Milan, the mall renewed its support to young talents, showcasing 28 international emerging brands in The Creative Spot Fashion temporary store.
“We’ve added an additional layer that is extremely relevant for the future of fashion and of our planet,” said Value Retail chair and chief global merchant Desirée Bollier. “Thanks to Livia Firth and Eco-Age, we combined the idea of the emerging talents and sustainable fashion, which is really the new way forward,” she added.
As a result, the brands showcased at the store include the five finalists of the Green Carpet Talent Competition. Designs by winner Tiziano Guardini — who scooped the prize during the Green Carpet Fashion Awards gala held on Sept. 24 at the La Scala theater in Milan — and finalists Calcaterra, Co|Te, Leo Studio Design and Matea Benedetti are available in a dedicated area of the temporary store, which will run until the end of December.
“Sustainability is on the agenda of every Millennial,” Bollier said. “It doesn’t matter where they are on this planet, being in China, in Europe or South America. While our generation, the 60-year-olds, are destroying the planet, the Millennials are trying to save it.”
Along with providing the designers with commercial opportunities, Value Retail will offer the five finalists a 12-month mentorship program. Supported by retail, marketing and tourism experts from Europe to China, the international training experience aims to help designers develop their creative talent and their business potential.
“We wanted to give a money-can’t-buy prize and Value Retail was the only one who could really offer this to us,” said Firth, adding she has “always admired the wealth of knowledge and the resources the company put behind talents.”
In general, Firth said the last 12 months represented an important journey for increasing awareness around sustainability in Italy. “Through the Green Carpet Fashion Awards and the partnership with Italy’s Fashion Chamber, the conversation has completely change and the fact that we’re now being able to relaunch the Made in Italy brand under the umbrella of sustainability is incredible,” she said, adding that a second edition of the Green Carpet Competition will be launched in March. Firth also hinted at a new project promoted by Eco-Age, which will be unveiled in London in February, but didn’t disclose further details.
In addition to the Green Carpet Talent Competition finalists, brands featured in The Creative Spot Fashion store include Vivetta, Arthur Arbesser, Miahatami, Tak.Ori, Coliac, Ca&Lou, Avanblanc and Salar, among others.
For the holidays, The Creative Spot Fashion and its sibling unit The Creative Spot Design – which was launched in May with the partnership of design guru Rossana Orlandi — will support a charitable cause. The stores will offer the jewelry collection by SeeMe, a certified fair-trade organization founded by Caterina Occhio. Every piece of the line is handmade by women who have been victims of violence in Tunisia and sales proceeds will support their economic independence.
Bollier explained that spotlighting such initiatives is core in Value Retail’s strategy, along with constantly upgrading the shopping experience in the company’s outlet destinations.
In particular, a renovated VIP area is in the pipelines for Fidenza Village, in order to enhance hospitality for key customers. Other services offered by the Italian unit include a luxury coach service from Milan, a tourist information center, a personal shopper and a hands-free shopping experience.
Along with Fidenza Village, Value Retail operates eight other outlets located close to European cities such as London, Munich, Frankfurt, Dublin, Barcelona, Madrid, Paris and Brussels. The company entered the Chinese market with the opening of Suzhou Village in 2014, which was followed by a second unit bowed this spring in Shanghai, next to the local Disney Resort.
Bollier said there won’t be further openings in Europe for the moment, but didn’t close the door to a potential new unit in China in the future.