| Number 63, May-June 2010 |
| Gents Fashion, Milan is Always the Leader
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| di Mario Boselli* |
| Four days of fashion shows, many events, parties and exhibitions to celebrate the great names in style and creativity, Made in Italy |
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 As happens every year, the summer of 2010 had a glamorous and trendy start. On June 20-23, Milan hosted the Gent’s Fashion Week dedicated to the 2011 Spring/Summer collections: four intense days, in which the field operators were able to admire 85 collections by the best Italian and foreign fashion designers, who presented their creations within a program full of fashion shows, opening ceremonies, celebrations, parties and exhibitions… We can say that Milan showed itself in all its beauty and celebrated fashion properly, as it has always done!
In the presence of the Mayor of Milan, Letizia Moratti, the National Chamber for Italian Fashion organized an exclusive soirée at Palazzo Reale, during which the Commune of Milan kindly offered the guests a free visit of the current exhibitions. It was an important occasion to promote culture in the Lombard city, both among international field operators who come to Milan for business and those who, even if they live in Milan, often cannot enjoy all the attractions of this city.
GREAT FASHION DESIGNERS, TODAY AS IN THE PAST. This year, the past and the present of fashion had the chance to “talk to each other” as never before. While the future was on the catwalk, the past was praised by several side events. In this way, Milan celebrated great fashion designers who have passed away, like Gianfranco Ferrè, to whom Maria Vittoria Alfonsi dedicated a book, “Gianfranco Ferrè -  Architetto e Stilista,” which was presented during the event “Arte e Moda” in Palazzo Reale. Furthermore, several anniversaries were celebrated, such as the 100 years of Ermenegildo Zegna, protagonist of the exhibition “Ermenegildo Zegna. Dalla fabbrica del tessuto alla fabbrica dello stile” at the Triennale (open until August 1), and the 65 years of Brioni, the Roman fashion brand which decided to celebrate the occasion with a jazz concert at the Sforza Castle.
IN SEPTEMBER AGAIN, FOR THE MILAN WOMEN’S FASHION WEEK. After the Gent’s Fashion Week, the spotlights are turned off and everybody awaits September, which is already full of events. We are more and more aware of the fact that the city is willing to take part in events related to fashion, as well as are tourists, who are interested not only in buying, but also in experiencing fashion. For this reason, the catwalks have been moved to the piazzas, involving the people and animating the streets with models and “walking” collections - such as that by Missoni, which reached the Colonne di San Lorenzo. Everything was introduced by magnificent open air lights and music shows, in which clothes were the real protagonists, such as the Show in Piazza Scala, which was presented by Jo Squillo during the Milan Gent’s Fashion Week, or the Costume National Show in Piazza Duomo, which was organized for the first time last year and has been confirmed again for September 24, 2010.
This demonstrates that the Fashion Weeks are able to develop their structure, while fashion designers are getting closer to the citizens. It is not by chance that the  fashion shows will choose another location in September, moving to the city center after having taken place for 40 years at Via Gattamelata. In the same way, Fashion is collaborating with Art in Milan, and young artists have more of a chance to become known.
MILAN FOR ABRUZZO
Beginning in September, nine students from Abruzzo who live in the area hit by the earthquake last year can enjoy an experience in the field of fashion in Milan thanks to scholarships financed by the Commune of Milan, the Councillorship for Business, Fashion Events and Design, the National Chamber for Italian Fashion and Coca-Cola Italia. As Mario Boselli, President of NCIF, said, “one year after the tragic earthquake that hit Abruzzo, this initiative represents a sign of attention for a positive future: to invest in education means to make young people more competitive in the labor market and promote a culture based on the value of knowledge and education. The Chamber of Fashion, thanks to its know-how and its three-year experience with the Commune of Milan in the project Fashion Incubator , which supports the start up of young enterprises, organized training courses at different levels and enthusiastically accepted the invitation to take part in this important project called, “Milan for Abruzzo.”
The nine young winners of the scholarships will be given the chance to attend the training course “Fashion Italian System - Opportunity by NCIF ,” which consists of classroom module and practical training. The course includes basic notions about fashion, its system and the cycle of collections, as well as specific contents about communication, press office and fashion trends. The great advantage of this rich program is the chance to take part in Fashion Week by working for fashion shows, presentations, exhibitions and side events.
The initiative was financed with part of the “Milan for Abruzzo” fund which was budgeted by the Town Council of Milan on June 4, 2009.
* President of the National Chamber for Italian Fashion
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