As if retailers and press needed more shows, the ever-expanding fashion circuit has just added another leg: Milano Moda Pre-Collezioni, a presentation of pre-collections to be held at the designers’ showrooms and aimed mainly at international buyers.
The new event will precede another series of pre-collection shows organized in Florence by Pitti Immagine.
The first edition of Milano Moda Pre-Collezioni will kick off May 20 and run for a month. The project is coordinated by the Italian Chamber of Fashion, which is investing 200,000 euros, or $292,280 at current exchange, to promote it. Given the majority of fashion houses’ sales are now done in pre-collections, Mario Boselli, head of the chamber, said the project was a way to “facilitate buyers” and to “stimulate the system.”
But the chamber faces some competition – Pitti W-Woman Precollection, which this year will run from June 18 to 21. Diane von Furstenberg will unveil La Petite Valise (initally dubbed “Hotel Life”), a cruise/pre-spring collection of seasonless clothing geared for globetrotting women, on June 18 in Florence’s largest private garden, Giardino Torrigiani. And von Furstenberg said preliminary talks are under way between the Council of Fashion Designers of America and Pitti Immagine to fasten the bonds between the two groups by having more American designers to host fashion shows there.
In addition, Hugo Boss will return to Florence with the Boss Orange Fashion Event, a gala, dinner party and runway show that will feature women’s and men’s collections and will be held on June 19.
For complete coverage, see Thursday’s issue of WWD.