ITALY – Milano Fashion Design closes with 36,000 attendees
Milano Fashion Design, the street fashion event held in the heart of Milan for five days (from 19 to 23 September), closed with an estimated 36,000 people attending. The event, staged in the city centre, included fashion shows, entertainment, workshops and activities open to the public, which is usually excluded from the shows behind closed doors of Milan Fashion Week.
Now in its fifth year, Milano Fashion Design was conceived by publishing group Mondadori to serve a dual function: on the one hand, to offer the Milan public a platform on which to take part in fashion shows, backstage activities, casting and make-up sessions, “democratising” the world of fashion and making it accessible to all; on the other, to offer a stage to up-and-coming stylists or those who do not have the opportunity to produce their own shows. Furthermore, for the Mondadori Group, Milano Fashion Design is also a means to engage readers of their fashion titles (Donna Moderna, Grazia and Tu Style), as well as an opportunity to offer “live” visibility to their advertisers within the industry.
The entire show was produced by DPR Eventi, an Input Group agency that has worked with Mondadori since 1989, and which has organised Milano Fashion Design since its inception: “The format has come through its trial period, and we can now say that it has really been put to the test, both from the viewpoint of the client, i.e. Mondadori, and that of Milan’s Municipal Authority, which promotes it and also uses its stage for its own initiatives” said Gianluca Prina, founder of DPR Eventi and CEO Communication of Input Group. “We are responsible for production, direction, staging, logistics, sponsor management and general coordination, and also liaise with the local authorities regarding all the permits required. The event has become increasingly complex over the years: in 2012, we produced and directed 20 fashion shows, six shows for the Municipal Authority, six activities for Mondadori publications and sponsors’ events, with 40 members of staff running things at the Fashion House, the marquee structure at the heart of the event, from 8 in the morning to 11 at night”.
Ten sponsors supported Milano Fashion Design, each with their own activity: Renault, for example, organised test drives for the Twizy, the electric city car; Maybelline managed the make-up tent, Panasonic exhibited its Eluga smartphone and Trenitalia put the chairs installed in its high-speed Frecciarossa in the front row of the audience.
Fashion has then given way to food: “The event this year has been bigger and longer” Gianluca Prina confirms. “The Milan Municipal Authority and the Mondadori Group have decided to maintain the structure, and extend activities beyond the traditional period of Milan Fashion Week with a series of events dedicated to food. On 26 September, the Mondadori Food Experience started a week of entertainment, conferences and activities presenting the core themes of Expo 2015 to the public”. Again, DPR Eventi was responsible for production and direction.