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Young stylists return to MilanoVendeModa with Container

Sep '08
After the success of The Street, which featured several original designers of fashions and accessories, young stylists return to MilanoVendeModa. The prêt-à-porter exhibition held at fieramilanocity from September 25 to 28 will present Container, a 700 square meter space especially designed to showcase talented new designers of women's prêt-à-porter collections.

The Container project was created in cooperation with the Lombardy Fashion Council and Piattaforma Sistema Formativo Moda, an association of fashion schools and institutes in Milan and province that was formed to promote fashion.

Giovanni Bozzetti, President of the Lombardy Fashion Council, explained, “The association is a hotbed of ideas where talented young professionals benefit from training that focuses on creativity and high quality and fights boring design. The excellence of the Lombardy fashion school network is a sign of the excellence of the Italian fashion industry,”

continued Bozzetti. “Each year, nearly 8,000 foreign students come to study with us. Our project aims to create a real bridge between companies and schools through encounters that allow students to interact with the right people. The objective is to inform public opinion and make people more aware of the entire fashion system: fashion is not just the designer: it is a world full of many professions that work together.”

In the dynamic fashion industry, the prêt-à-porter segment must develop twice as fast as other areas. Its production must be fast-paced, and it must quickly renew styles. Many young designers have the creativity to be able to launch dynamic products on the market.

Container wants to give them an “open space” where they can express themselves and present their work to national and international buyers visiting the event. This innovative exhibit format with no set reference category successfully reinvents itself completely every six months to stay as original as the products it hosts and to effectively present different “creative loads”.

“Sometimes the fashion industry mirrors itself and follows known paths without finding the courage for real renewal,” affirmed Corrado Peraboni, the Managing Director of Fiera Milano Expocts, which organizes MilanoVendeModa, “but this hurts quality and product innovation in the long run. One of the missions of MilanoVendeModa is to highlight the most innovative ideas, which are generally presented by talented people who have still not sacrificed their originality to market logics and product positioning. That's why there will always be spaces for young designers at MilanoVendeModa,” concluded Peraboni.

Originality is the key to Container: there will be original women's clothing and accessories on display; an original, specially designed set; and original visiting hours. Container will be open during the hours of MilanoVendeModa, but it will also stay open later (from 6:30 to 9:00 p.m.) and can be visited through the separate Porta Eginardo entrance.


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