The first instalments of the 2018 Milan Women’s Fashion Week – aka Milano Moda Donna – is scheduled to take place from February 21st to 27th and the world of international fashion is already holding its breath. The main venue for the event will be The Steam Factory, a glorious converted industrial complex, but dozens of events will bubble up all over the city. Of all the events and tradeshows organised by the Italian Fashion Chamber, this is always the most anticipated, as women’s fashion is usually the most coveted by the public and the most covered by the media – both specialised and mainstream ones. Milan Women’s Fashion Week is not simply a series of catwalks and photo-ops: it is an essential moment in Milan’s business calendar. Fashion and luxury are, after all, among the driving forces of Italian economy and the biannual appointment with the Fashion Week is a time of intense networking, during which new deals for the coming years are closed, emerging brands are examined and the foundations are laid for new trends that will keep the world talking for months.
Milan Women’s Fashion Week – February 21 – 27
The largest tradeshow in Milan
Thousands of professionals are involved in making the Milan Women’s Fashion Week a perfect combination of dazzling glamour and clockwork efficiency. All events are admirably coordinated, so that more than 150 fashion shows, presentations and press conferences can take place in one location during the course of a week. These include the widely anticipated official presentations of new collections by the major maisons of international couture, as well as the shows dedicated to young designers that the Fashion Chambers unfailingly supports. This is how the fashion world keeps alive and constantly evolves: by keeping an eye on new talent and anticipating needs, by creating trends and riding collective moods, thus becoming an effective mirror of our ever-changing society.
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How to participate
As a rule, tickets for the official catwalks are not for sale: all the major events are strictly invitation-only. However, that policy has been amended for charity and now a limited number of tickets can be bought on the CharityStars website. If you are wishing to do business, however, you should act beforehand and make a list of all the brands and/or buyers you would like to meet and reach out, to arrange meetings and obtain invitations. As is the case with most major tradeshows, a considerable part of the action takes place in the margins. If you didn’t manage to wrangle an invitation to the catwalk you wanted to attend, you could still meet all the relevant movers and shakers at the hundreds of parties and aftershows that will make the local nightlife explode for a whole week.
Launching your brand
The list of brands that will be officially presented during each fashion week is decided upon and confirmed beforehand, of course, but that should not discourage you from attempting to catch the media’s attention. If you want to launch a new brand, the concentration of buyers, journalists, influencers and fashion bloggers that gravitates around Milan during the Women’s Fashion Week will create the perfect conditions for your brand awareness to soar. This is the time to be creative, to think outside the box and to be outrageous, original and surprising. Stage your own flash-mob or devise an eye-catching guerrilla marketing campaign that will make your name shine, organise your own event and make it memorable and interesting, so that buyers and representatives of the press will want to take a peek. The most important thing to do, however, is to plan ahead: if you miss this edition, you can always try again later this year!Are you attending the MFW or another tradeshow in Italy? Call us to manage your presence, from stand to pr