Where does the fashion start? On the tip of the pencil of the great designers (and their assistants), in the head of a great fashion editor who advises a fashion house, in a particularly creative tailor shop, during the coordination of a show, when all the looks are harmonized and become a collection for the catwalk?
All true. But because all of the above becomes product, market and custom, there is a fundamental moment in which the creative genius meets the needs of the public and that moment is the sales campaign. We do not want the big fashion designers who make of fashion a poem for the eyes and the body (the writer is obviously a fan of the greatest, past and contemporary, designers), but we will never be tired to remind them that creativity without implementation remains a self-referred and short-lived, futile exercise.
The sales campaign has the magic of a limbo in which the glitter of the catwalks becomes matter, photos become color charts, journalists’ reviews become orders on which numbers, depths, changes of colors and sizes chase themselves.
And so, between the show and the shop, even before the fashion magazine, there is the showroom. A practical place where everything becomes essence, a conversion step from dream to reality: the showroom is the true epicenter of the fashion system, the balanced center of gravity among the creative urges, the desires of the public, the journalistic criticism and the sustainability of business. The showroom is like a magical atmosphere in contact with all the gateways of the fashion system and mediating among them, the showrooms acquires its main value.
Bright place par excellence, it embraces all the segments of fashion: collections, men’s, women’s and children’s pre-collections. It is the place where the Italian and international buyers make choices that will determine the trend.
There were more than 300 collections presented in over 120 showrooms participating to Milan Fashion Showroom from January 16th to February 5th, 100 of whom Members of the Camera Nazionale della Moda Italiana, who oversees the entire calendar of events. On this site, services are available for custom calendar appointments, contact information, mapping tools to all the showrooms in Milan.
10,000 buyers flock to the city of Milan twice a year during the Milan Fashion Showroom: the heart of Made in Italy and of the Italian fashion system beats hard during these showrooms days.
