Cinema Magazine

Fashion Events, Motione Picture, Sport.

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Live from MILANO MODA UOMO FALL/WINTER 2018/19

Along with Milano Moda Donna, Milano Moda Uomo is the International event with all the innovations of prêt-à-porter for men presented by the most important maisons of Italian fashion; during the event more than 100 fashion shows and presentations take place; Italian and foreign journalist attending are more than 1000 and buyers are almost 10.000. With two annual appointments: January (fall/winter collection) and June (spring/summer collection), the fully booked calendar of the event is the proof of the great interest shown by market operators toward men’s fashion.

The Camera Nazionale della Moda Italiana (The National Chamber for Italian Fashion) is the non profit making Association which disciplines, co-ordinates and promotes the development of Italian Fashion.

The Association represents all the highest cultural values of Italian Fashion. It aims to protect, co-ordinate and strengthen its image, both in Italy and abroad.

In accordance with the statutory provisions, the Association is the point of reference, as well as the preferential mouthpiece, for all the national and international initiatives aimed at valuing and promoting Italian style, customs and Fashion.

Right from the year of its foundation, in 1958, the Association has pursued a policy of organisational support aimed at the knowledge, promotion and development of Fashion through events with a highly intellectual image in Italy and abroad.

Recent agreements over international calendars, which have led to the signing of the Italian-French agreement, have given Milan and the Camera Nazionale della Moda Italiana the role of undisputed protagonist on the international fashion scene, thus also contributing to the consolidation of alliances with London and New York.

The Franco-Italian Protocol signed in Paris on 26th June 2000 is founded on the strong will by Camera Nazionale della Moda Italiana and Fédération Française du prêt-à-porter Féminin to implement a common policy aimed at developing and circulating luxury products in non-European areas.

On January 17th 2005, this agreement has been reconfirmed in Milan with the signature of a new protocol, in presence of the French Minister of foreign trade, On. François Loos and of the Vice-Minister, On.Adolfo Urso, countersigned by the President of Lombardy Region, On.Roberto Formigoni, with the integration of new initiatives particularly relevant, in order to manage the new scenery of the international trade, characterized by the increasing competition that will get worse and worse at the end of the Multifibre Worldwide Agreement.

HISTORY

The "Camera Sindacale della Moda Italiana", was set up on 11th June, 1958, in the Grand Hotel, Via Vittorio Emanuele Orlando 3, Rome. This was the forerunner of the body which subsequently became the "Camera Nazionale della Moda Italiana". The Association's Head Office was established in Rome, provisionally in Piazza di Spagna 93.

Proprietors of the most important Haute Couture Establishments in Italy, including some private Establishments, which, in those days, played a crucial role in the promotion of this sector, were present at the Memorandum of Association: Maria Antonelli in Borrello, Roberto Cappucci, Princess Caracciolo Ginnetti, Alberto Fagiani, Giovanni Cesare Guidi, Germana Marucelli in Calza, Emilio Federico Schuberth, Simonetta Colonna Di Cesarò in Fagiani, Jole Veneziani, Francesco Borrello, Giovanni Battista Giorgini and the Lawyer, Pietro Parisio.

The Camera Sindacale della Moda Italiana was established as an apolitical, non profit making Association, for a length of 10 years, subject to extension. Its aims were protection, and the increase in value and discipline of the moral, artistic and economic interests of the professional activities carried out by the different categories of the numerous sectors involved with fashion, towards both the Public Institutions and the other national and foreign Associations. Besides this, the Camera Sindacale della Moda Italiana promoted the co-ordination, study and running of anything that could be useful to these associated categories, concerning individual and collective fashion shows, which were held either in Italy or abroad. Another undertaking was the gradual setting up of the following sectors of expertise: Establishments for the creation of Haute Couture for Women, Establishments for the creation of Haute Couture for Men, Establishments for the creation of Women's Sports' Clothing, Haute Couture (female and male), Furriers, Milliners, and Craftsmen making Fashion Accessories.

The Articles of Association were drawn up, and comprised thirty five articles, which regulated the Association and its parts: the Meeting, the Executive Board, the Executive Committee, the Presidency and the Audit Committee. The first President was Giovanni Battista Giorgini.

In the first few months of 1962, however, an organisation called the "Camera Nazionale della Moda Italiana" was created by the Centro Romano Alta Moda (The Centre for Haute Couture in Rome), and reflected more or less, in its aims and structure, the Association devised by Giorgini. Fashion Centres, Institutions and Chambers of Commerce were invited to the memorandum of association, with the intention of immediately conferring an official character on the Association and offering the sector the rapid, unanimous and united adhesion of all the parties who were involved in Italian fashion at that time.

The main function of the Camera Nazionale delle Moda Italiana was to be the self-regulatory body to which all the Fashion Houses adhered spontaneously. The fragmentary nature of the different organisations that existed in those days, would find a measure of co-ordination in this way.

From 29th September 1962, due to resolutions passed in an extraordinary Meeting, the aims, purposes and structure of the Association were changed, so that as a private, apolitical organisation giving no support to any political party, it began to operate actively in the Fashion sector. Its aim, as it still is today, was to "represent the highest values of Italian fashion, and to protect, co-ordinate and strengthen the image of Italian fashion in Italy and abroad, as well as the technical, artistic and economic interests of its Associates".

 

Katya, Anna and Masha ...

Each season, the Fédération sets the fall-winter and spring-summer show calendars for Haute Couture, and women’s and men’s ready to wear.


Every year, in January and July, Paris hosts some 30 Haute Couture fashion shows and 40 men’s wear shows. In March and October, there are 150 fashion shows for women’s ready-to-wear. The Fédération organizes the show schedule in such a way as to prevent time conflicts and to allow the international press and buyers to cover as many collections as possible. To take into account the growing number of fashion presentations which take place in Paris and to have the various fashion weeks take up as few days as practically possible, the Fédération tries to regroup the shows at venues in the center of the city. It also tries to regroup shows to take place one after another in nearby venues. In addition, transportation is offered to journalists and buyers. These services help members of the fashion profession use their time more efficiently during the busy show weeks. The Fédération works closely with fashion and accessory trade show organizers on scheduling to enable the press and buyers attend all that Paris has to offer during show week. Furthermore, the Fédération works closely with its sister organization in Milan to make sure there the various Europeans fashion weeks are time-coherent.


The fashion week calendar, produced and distributed, by the Federation is a great publicity tool for the labels which are included. The calendar is given out to the 2000 French and international journalists and buyers who attend Paris fashion week.