Silvia Venturini Fendi

MILAN — Altaroma on Tuesday unveiled a new project developed in collaboration with ICE, the Italian Trade Agency.

Called “Showcase,” it is a four-day event to be held at the Maxxi Museum in Rome Jan. 25 to 28, to coincide with the city’s couture fashion week.

The project aims to support 40 Italian emerging ready-to-wear and accessories labels, which will have the chance to present their collections to buyers and press. In particular, every day 10 brands will take over the atelier-inspired booths installed inside the museum, customizing them according to their personal style.

“I think that this project makes Altaroma’s new mission even more clear,” said Altaroma president Silvia Venturini Fendi. “Altaroma is not anymore focused just on couture but its main role is now to support young talents, as we already do through the ‘Who Is on Next?’ contest.”

According to Venturini Fendi, “Showcase” will be open to those emerging designers who already produce their collections in Italy but, unlike the “Who Is on Next?” participants, have not yet developed a distribution network.

Maxxi museum Rome

The Maxxi museum in Rome.  Courtesy Photo

ICE president Michele Scannavini said that the Italian trade agency is investing a total sum of 1 million euros to support Altaroma, with 300,000 euros out of that set aside for “Showcase.”

As Venturini Fendi explained, the upcoming edition of Altaroma will involve 90 designers and will include 31 runway shows hosted in 20 different locations across the Italian capital.

Scannavini also put the focus on the fact that Altaroma is one of those national fashion events which benefits from the support of the Italian government, which every year allocates 10 million euros to promote the development and internationalization of the industry.

According to Scannavini, exports of Italian apparel increased 3 percent in the first 11 months of 2017, representing faster growth compared to previous years.

The sector’s performance reflects the increase in total Italian exports, which, according to data released by ISTAT, in November registered 9 percent growth compared to the same period in 2016.

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