Pitti Immagine and Fiera Milano present


A new project dedicated to womenswear

Image of Pavillion 3 in 1950

Pavilion 3 at the historic Fiera di Milano was today the venue for announcement by Milan City Council, Fiera Milano Spa and Pitti Immagine of start-up of a their partnership for a new show dedicated to the world of women’s fashion, set to be launched at Milan Fashion Week in February 2013. This will take place in the same location, Pavilion 3, thanks to valuable collaboration with CityLife.

Present were Stefano Boeri, Milan City Councillor for Culture, Fashion and Design; Enrico Pazzali, CEO of Fiera Milano Spa; Gaetano Marzotto, president of Pitti Immagine and Claudio Artusi, president and CEO of CityLife.

Territory at the service of businesses, the symbolic and physical value of Pavilion 3, the importance of qualified complementary alliances, international market requests and the need for innovation, trust in the Milan system and Italian fashion, the determining role played by today’s culture: these are the pivotal themes.

“Today, a symbolic location for the history of Milan fashion sees the birth of a partnership between City Council, Fiera Milano and Pitti Immagine”, said Stefano Boeri, to strengthen the trade fair presence of the Italian fashion system in Milan. Pavilion 3 of the old Fiera di Milano, which next February will host the initiative promoted by Pitti and Fiera Milano, will soon be the subject of a call for tenders from operators for restoration of location that symbolises its excellences in the field of the culture of costume, fashion and design. In February, Milan will therefore be the stage for three fundamental moments: the shows, the showrooms and an even busier programme of events, which will in turn flank the agenda for the Milan Fashion Week, strengthening links with the city's cultural and social life".

“The event we are announcing today”, said Enrico Pazzali, “is much more than an alliance between two important fairs. It is a strategic project for the fashion sector and for Italy. Our partnership with Pitti Immagine is the result of a vision of working as a system that goes beyond an idea of “local”, for which there is no more room in global competition. With the aim of creating a new fair, this collaboration calls into play the best trade fair competencies in Italy in the fashion supply chain, which tick all the right boxes for relaunching Milan’s central role on the international fashion circuit and for effectively supporting the growth of companies in the sector of the big new markets that will increasingly be the world's drivers".
“The market that counts calls for global vision and cultural aperture”, declared Gaetano Marzotto, “but also quick response. Pitti Immagine is forming this partnership with Fiera Milano to create an original new project, of a considerable size, that will reinforce the range of upcoming women's winter shows. There are a few points on which the two organisations are already working, but it is early yet to talk about it in detail and even say if - and how and to what extent - each one of us will contribute to this new appointment with existing content. The availability of a large, big-appeal location, with the square meters and very interesting architectonic characteristics was the catalyst for the operation. Confidence shown by Milan Administration is for us further stimulus to invest in the project, which will also see participation by the Pitti Discovery Foundation in culture programmes for contemporary fashion promoted by the Council”.
“We are proud to contribute to one of the most prestigious shows in the world linked to the fashion sector”, concluded Claudio Artusi, president and CEO of CityLife. This unusual network of parties that comes together in this operation is already a success and lays the foundations for a further increase in the attraction power of Milan. CityLife, which aims to integrate with Italian and international excellences, will continue to move in this direction, in collaboration with Milan institutions, with the intention of creating a new centre in the city and building a new platform for the development of Milan”.