Settimana della moda - Milan Fashion Week Sept 2010

High fashion clothing by famous fashion designers is nothing new to Milan, but in actual fact, this year represents a new departure for Settimana della Moda - Milan fashion week - and its presentations of prêt-à-porter or ready to wear garments. Milan Fashion Week has taken its cue from the Milan Design Week in April, when the entire city comes alive with Fuorisalone, design-related shows staged by manufacturers, in addition to the main show at the new FieraMilano facility at Rho-Pero. Settimana della Moda was up until now staged at the central Fiera di Milano pavilions, heightening the sense of exclusivity of the event.

But this exclusivity also meant exclusion, and with fashion houses battling against dropping sales in these recession years, a new idea was necessary to attract the attention not only of buyers and journalists, but also of fashionistas worldwide. The concept developed this year is to stage the shows in central Milan locations, principally Loggia dei Mercanti, Palazzo Clerici, and Circolo Filologico. These venues are all within 300 metres one from another, easily within walking or cycling distance. Some maisons have elected to utilize their own facilities, such as Armani who use their superb theatre in Via Bergognone, Dolce & Gabbana who have likewise refurbished a cinema on Viale Piave, and Versace who have reclaimed Teatro Alcione on Piazza Vetra...

Click here to read the complete article: Settimana della moda - Milan Fashion Week - brings top fashion designers together on catwalks throughout the city