By  on February 28, 2019

MILAN — Haute-à-porter in a garden set. TheOneMilano, which ran Feb. 22 to 25, presented a new image peppering the location with plants, a small artificial pond and green billboards aiming at engaging companies in more sustainable ways to produce and communicate, responding to the needs of the younger generations. This is increasingly important given that fur production has fallen 6.7 percent in 2018, according to Italian association Confindustria Moda.

However, the slight increase both in the number of visitors and exhibitors suggests that the new image of the trade show may reap rewards. TheOneMilano featured 393 companies, compared with 342 in February last year and attracted 11,165 visitors. Of these, 64 percent came from outside Italy. Visitors increased by 1.6 percent compared with February 2018. In particular, the number of visitors from South Korea grew 22 percent and that of the U.S. was up 21 percent. A dramatic slowdown was registered by China, as the number of visitors from that market decreased 30 percent. Buyers from France were also down 16 percent.

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