NEW YORK — The Italian Trade Commission is promoting Italian culture and style through an ambitious three-month campaign through early December called Italia: Life in “I” Style, involving 48 independent stores around the country, as well as Neiman Marcus.
“This will showcase the individuality of Italian designers and the quality of Italian manufacturing through a series of outstanding events,” said Roberto Luongo, executive director of ITC for the U.S.
Among the events, the ITC will cosponsor with Ermenegildo Zegna a fashion show and party at Mitchells of Westport, Conn., with more than 600 guests to launch the store’s renovated women’s floor. “Godfather of Soul” James Brown is booked to perform there.
The bulk of the events will take place at independent specialty stores, such as at Mr. Syd, in Newton Center, Mass., which, on Oct. 23, will have live music, Italian catering and informal modeling. However, designer Roberto Cavalli will host fashion shows Oct. 14-15 at Neiman Marcus stores in Dallas and Houston.
Italian designers and brands such as Zegna, Canali, Kiton, Gran Sasso, Franco Ziche, Paul & Shark and Borsalino will be featured in each store, with trunk shows, informal modeling and shopping events. Almost every store will donate a portion of proceeds to various local charities benefiting children and artists.
In addition to the in-store promotions, special inserts on Italy and Italian fashion brands will be published in the stores’ magazines, produced in partnership with the Forum Group, the Threadwise Group and DLS Outfitters.
The Italia: Life in ‘I’ Style campaign is designed as a three-year effort to promote three key areas of Italian production: fashion, home design and media. The promotion began at Puritans in Hyannis, Mass., this month, with exhibits of Italian paintings, photography and glass art. Each weekend, visitors have the opportunity to meet the respective artists. The ITC promotes Italian-made products through its more than 100 offices around the world.