Silvia Venturini Fendi

MILAN — Altaroma is teaming with Cinecittà for its next edition, running in Rome June 28 to 30.

To wit, Altaroma’s events will take place inside the Cinecittà Studios, a legendary location that over the decades saw the production of myriad Italian and U.S. movies.

“I don’t think that Altaroma should be considered a fashion week, but I prefer to refer to it as a festival of fashion and creativity,” said Altaroma president Silvia Venturini Fendi, who during her tenure at the Roman institution firmly promoted the development of synergies with other artistic bodies, including the MAXXI museum and the Guido Reni district in Rome. “I believe that this year’s collaboration with Cinecittà is just great because the fashion and movie industries have always been deeply connected and the international movie stars which made big Cinecittà in the Fifties definitely played a huge role in the development of the actual fashion system.”

Venturini Fendi highlighted that this partnership with Cinecittà will also be instrumental to scout and grow new talents in the world of videos, which are an important part of fashion brands’ communication.

In conjunction with Altaroma, Cinecittà will host the premier of “Forbidden Fashion,” a one-hour documentary tracing the life and creativity of Roman designer Roberto Capucci. “The documentary portrays a man who plays with his own rules, a man with an incredible creativity and who is extremely multitasking,” Venturini Fendi said.

During the three-day event, Altaroma will also present a Renato Balestra tribute runway show and an exhibition on popular Italian TV star and singer Raffaella Carrà. “The exhibit will include some of her stage costumes, as well as a range of designs inspired by her unique style,” commented Venturini Fendi, adding that Altaroma will also promote a competition dedicated to fashion students to create the uniforms for the people working at the Colosseum.

In addition, Altaroma will host the second edition of the “Showcase” iniative, aimed at creating a link between emerging Italian labels with an artisanal attitude and international buyers and press.

While the first edition of “Showcase” kicked off with 40 collections, 60 brands will display their creations at the Cinecittà Studios this June.

In order to further increase their visibility, Altaroma will bring “Showcase” to London in September during the local fashion week.