Italian Fashion Leaders Join Forces to Promote Italy as Fashion Destination

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Milan-fashion-week-spring-2013Milan—Concerns that Milan Fashion Week may becoming overshadowed by New York, London and Paris has prompted a group of high-profile Italian brands to ban together to promote Italian fashion.

Known as the Camera Nazionale della Moda Italiana (CNMI), the association’s board, referred to as “senators,” aim to raise Milan’s profile internationally. And the board includes an illustrious lot: Patrizio Bertelli, Prada’s ceo is vice president; Diego Della Valle, Tod’s chief executive; Ermenegildo Zegna; and Angela Missoni. CNMI president Mario Boselli said that Giorgio Armani “is with us” even though he isn’t on the board.

“The name of the game is unity,” said Zegna. “We are at the forefront of the world fashion system. We want to maintain our leadership.”

Della Valle said CNMI plans to spend more on marketing. The board of heavy hitters in fashion was named after Milan apparently suffered a series of setbacks. For one, after 10 years of showing in Milan, Burberry moved its men’s show to London last week as did Alexander McQueen. Italian house Valentino shows its collection in Paris, even Prada’s Miu Miu brand now shows in Paris.

While Bertelli said that Prada wouldn’t be bringing back Miu Miu (“We want to be democratic and not nationalistic,” he said), he emphasized that Italy’s place in the fashion world should be respected and revered since without it “international fashion wouldn’t be as strong.”

 

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