FASHION: BUYERS ARE BACK IN MILAN

Picture: Irene Brivio

Photo credits: Innovation Norway Italy

Innovation, well-made style products and high quality are just ones of the main attractions for the international buyers in Milan, which have increased their presence considerably this year. As a matter of fact, there were many more buyers compared to last June (+22%).

This is a strong signal that the luxury business is slightly affected by economic uncertainties. In 2013 the most important companies by revenue listed on Milan stock exchange are internationally recognized as worldwide leaders of the fashion sector (Safilo +155.3%, Cucinelli +94%, Ferragamo +68%, Moncler +58% and Italian Independent +51%). Once again Milan confirms to be one of the world’s most important fashion capitals and to have strong influence on international fashion trends.

Also Florence has increased its importance as international fashion hub, especially during two important events: Pitti Immagine Uomo and Pitti Immagine Bimbo. The first is dedicated to men’s fashion collections and acknowledged as an important platform for the launching new projects in men’s fashion, the latter is the international showcase for children fashion collections from 0-14 years.

For the fall winter 2014, at Pitti Immagine Uomo, the company Norwegian Rain has showcased its innovative garments. The space of Norwegian Rain at Pitti was extremely curated and filled with installations of photo, video and music, reflecting brands fashion creativity of Bergen.

Innovation Norway has contributed to the first and successful participation of MOLE Little Norway at Pitti Immagine Bimbo last January. The founder and the designer of MOLE Little Norway, Hanne Synnøye Koløy, had the pleasure of presenting a warm, charming and elegant wool collection for children to the numerous Italian and international buyers and journalists visiting the company stand at Pitti Main Pavilion.

Would you like to know more about opportunities in the fashion sector in Italy? Do not hesitate to contact milan@innovationnorway.no

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