MILAN — Altaroma on Tuesday unveiled a new project developed in collaboration with ICE, the Italian Trade Agency.
Called “Showcase,” it is a four-day event to be held at the Maxxi Museum in Rome Jan. 25 to 28, to coincide with the city’s couture fashion week.
The project aims to support 40 Italian emerging ready-to-wear and accessories labels, which will have the chance to present their collections to buyers and press. In particular, every day 10 brands will take over the atelier-inspired booths installed inside the museum, customizing them according to their personal style.
“I think that this project makes Altaroma’s new mission even more clear,” said Altaroma president Silvia Venturini Fendi. “Altaroma is not anymore focused just on couture but its main role is now to support young talents, as we already do through the ‘Who Is on Next?’ contest.”
According to Venturini Fendi, “Showcase” will be open to those emerging designers who already produce their collections in Italy but, unlike the “Who Is on Next?” participants, have not yet developed a distribution network.
The Maxxi museum in Rome.
Courtesy Photo
ICE president Michele Scannavini said that the Italian trade agency is investing a total sum of 1 million euros to support Altaroma, with 300,000 euros out of that set aside
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