Altaroma How The Fashion Week Aims To Be A Major Fashion Player

Altaroma

How the fashion week aims to be a major fashion player

On January 24, the international fashion press filed into a hall at the Roman Forum to hear a press conference for Altaroma, for Rome Fashion Week.

The panel that included Altaroma President Silvia Venturini Fendi, Director of Parco Archeologico del Colosseo Alfonsina Russo, Chamber of Commerce President Lorenzo Tagliavanti, Assessor of Lazio Region Gian Paolo Manzella, and Capitoline council member Carola Penna spoke of three things that were central themes for the fashion week: provide a platform for emerging designers, mentor and empower fashion design students and establish Rome as a major fashion player again.

Altaroma featured the works of about 100 talents, including popular Roman labels Malo and Gattinoni, returning labels Asciari, Edith Marcel, Federica Tosi, Federico Cina, Mofosis and Martina Cella, and the finalists of this year’s ‘Who Is On Next?’ Angelia Ami, Leo Studio Design and MRZ by Simona Marziali.

In addition, several fashion design students presented their works as part of showcases for the Academy of Fine Arts, Accademia Altieri Moda e Arte, Accademia Koefia, Accademia Moda Maiani, Accademia del Lusso and Accademia Costume & Moda, the latter in which held a student competition for a chance to win a tutorship at Pitti Immagine under Luca Rizzi, the Director of Pitti Tutorship.

A panel of judges that included Fendi, Manuela Brini of LVMH, Aldo Maria Camillo, Valentino’s Livia Carimini, Andrea Ciaraldi of Ralph Lauren, Cristina Gnugnoli of Moncler, Andrea Incontri of Tod’s, Vogue Italia Deputy Director Sara Maino, and Pitti Immagine CEO Raffaello Napoleone selected students Alice Paris and Luca Rao as the winners and presented Rao with the tutorship.

The mixed assortment of young and veteran fashion designers showed what Rome has to offer the fashion world. Malo presented a chic offering for its first collection since being acquired by Finplace 2 in October 2018 and is ready for international expansion in China, Japan and South Korea, and designer Italo Marseglia presented his collection with a live performance featuring Milanese actress Sonia Bergamasco.

Several designers are ready for the global stage as well, especially the mature works of Federica Tosi, unisex offering by Federico Cina, and younger labels Leo Studio Design and MRZ that are reminiscent of many global streetwear-influenced brands today.

The panel made an interesting point at the press conference at the Roman Forum. Rome has been known as a hub of creativity given its centuries old structures that attract and inspire millions of people from all over the world. The home of Fendi and Bulgari and former home of Valentino was dethroned by Milan, which boasts global names like Prada, Versace, Armani, Zegna, Dolce & Gabbana, Moschino, Missoni, and Marni to name a few, and was surpassed by Florence thanks Gucci, Ferragamo, Roberto Cavalli, and the great minds at Pitti Immagine.

Each speaker was very honest about Rome’s position as a major fashion player and said that the goal of Altaroma is to re-establish Rome as a global fashion player by stepping away from couture and focusing supporting young designers. They admitted that rival cities Milan and Florence are homes to bigger names, but Rome can compete by nurturing the future of Italian fashion design, which at one point included Alessandro Michele, who studied at the Accademia Costume & Moda in Rome.

The greatest challenge for Altaroma is its place in the fashion calendar. The fashion week has to compete with Paris Couture Week in January and needs marquee names to attract European fashion players before New York Fashion Week. Growth will come in due time and could mirror the success of Copenhagen Fashion Week, which is an often mentioned favorite that is not one of the top four fashion weeks. The sooner the brands expand to major markets, the better it will be for Altaroma, but the new challenge will be how do you keep your marquee names from Milan and Florence?

Runway Photos | IMAXtree
Event Photos Courtesy Altaroma | Lorenzo Piacevoli


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