IDEACOMO TO LINK WITH MODA IN
MILAN — Ideacomo, the high-end fabric show that for 23 years has been housed at the Villa Erba on the banks of Lake Como, is moving and will be held in conjunction with Moda In, the bridge fabric fair held here, starting with the March 1998 edition.
The news was announced by Franco Bianchi, president of the Moda In’s organizer, Sitex, and Moritz Mantero, president of Ideacomo, at a press conference here on the opening day of the latest Moda In show.
The decision to merge the two events came after years of talks between the two parties, as Ideacomo struggled to maintain attendance and status.
Exhibitors and buyers had griped more than ever about the dates of the March edition this year, criticized for running in the middle of Milan’s women’s wear collections, at the same time as Moda In and only a day after Prato Expo in Florence.
Ideacomo spotlights designer fabrics from mills in the Como region. Moda In, which started 13 years ago, showcases mills in and around Milan at prices ranging from better through bridge levels with a variety of man-made fibers shown along with naturals.
Camillo Masiero, sales director for the Teji mill, a veteran Ideacomo exhibitor, said, “Ideacomo was extremely difficult for international buyers as a result of its calendar position. Today they want to make one trip to Europe and see as much fabric as they can at once.”
Mantero said, “Of the 50 exhibitors that show at Ideacomo, some 80 percent were pushing for the move to Moda In, which was enough for us to realize things had to change.”
Organizers pointed out that Ideacomo’s wrap-up edition, called Inprogress — which is held a month later, enabling buyers to make last minute orders — would remain at the Villa Erba on Lake Como. In Milan, while Ideacomo will be staged with Moda In in the new Portello section of the fairgrounds, Ideacomo will maintain its own identity in a specially designated section that will count its visitors through ticketed turnstiles.
With an average of 25,000 visitors to Moda In, Como’s mills can expect to reach an entirely new audience, said Mantero.