PINNING HOPES ON FASHION: Franca Sozzani is looking for the upcoming Fashion’s Night Out, scheduled in Milan on Sept. 6, to ease the strain of the economic crisis.

“This is a critical moment for economy and the fashion business has been affected as well,” said Vogue Italia’s editor in chief, who extended the event to Rome last year (Sept. 13) and to Florence for the first time this year (Sept. 18). “Through Fashion’s Night Out, we have the opportunity to increase customer flow though the stores, which are currently suffering a lot.”

This story first appeared in the July 11, 2012 issue of WWD. Subscribe Today.

As in the past editions, this year companies will create special products available in the stores at prices ranging from 30 euros, or $37 at current exchange rates, to 60 euros, or $74, and sales proceeds will be donated to people living in Italy’s Emilia Romagna region recently hit by the earthquake.

In addition, another charity project will be launched that night. Lavazza will present a limited edition of sustainable coffee boxes decorated by a number of fashion brands, including Marni, Roberto Cavalli, Missoni, Etro, Versace and Moschino, that will benefit the United Nations-backed Fashion 4 Development program, of which Sozzani is an ambassador.

In order to strengthen its support to young designers, Vogue Italia also teamed with the Milan municipality to organize a talent search, which will include an exhibition held at Palazzo Morando, and the best new designer will be awarded a prize during Fashion’s Night Out.

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