THEONE MILANO – Winter GardenThe 5th edition of TheOne Milano welcomes visitors to fieramilanocity from 22 to 25 February in a regenerating Winter Garden. […]
The 5th edition of TheOne Milano welcomes visitors to fieramilanocity from 22 to 25 February in a regenerating Winter Garden. The women’s haut-à-porter hall has created an emotional experience for its audience, inspired by the event’s green-tinged graphic image that urges visitors to escape the frenetic cold and take shelter in a refined space with a perfect selection of fashion and glam.
The new colour of TheOne Milano wants to emphasise the need to generate new energies and, at the same time, to regenerate itself by creating an itinerary that is unique within the exhibition panorama. It showcases a wardrobe that goes from fur and leather garments to knitwear, up to outerwear and all the haut-à-porter, also placing more focus on the accessories sector to give a new light to the face of women’s fashion.
This will be the soul of the TheOneMilanoAvenue, which will make its debut at the 5th TheOne Milano. It will take visitors on an unforgettable journey, going beyond the schemes of the classic fair to reach a place of beauty and creativity.
Knitwear will play a primary role with subtle presences of knitwear collections, including Italian brands and brands from international storytelling, with forays into all continents and a new-label brand from South Africa.
Numerous demi couture, cocktail and eveningwear collections are destined not to go unnoticed and have already aroused a great deal of interest, as also evidenced by buyers registered in the virtual fair “Always On Show”, the first concrete digital extension of a trade event, designed to transform the days of the physical fair into 365 days of actual work.
From Georgia to the United Kingdom, from France to Italy, a renewed love for experimentation: all in discovery of the Italian and international proposals that focus on design, with pure prêt-à-porter collections made of an apparent simplicity that hides structures, geometries and construction effects of the silhouettes.
The absolute protagonist will be TheOne Fur&leather, featuring big names in the fur and leather industry. It is one of the many not-to-be-missed appointments present in the diaries of the most important buyers who will find more than 100 exhibitors at the fair in a platform confirming the worldwide desire for “Made in Italy” brands, recognised for their creative design and manufacturing quality.
TheOne Milano welcomes the return to the fair of historic companies, which in recent years had chosen other distribution formulas and which now once again recognise the fair as an unparalleled attraction for the system. Also, worth mentioning is the excellent results in terms of the number of companies from important manufacturing European countries such as Greece, but also the presence of emerging markets thanks to the international scouting activities carried out by the fair’s marketing team: a couple of interesting new entries come from India and Mongolia.
TheOne Milano is a great confirmation and this fifth edition presents an even stronger format able to facilitate business opportunities, continuing to be an “ambassador” for the Italian system on global markets, also thanks to the partnership with ITA – Italian Trade Agency Ice, the agency for the promotion and internationalisation of Italian companies, and to the participation in international events together with other brands of the sector to highlight the “Made in Italy” quality that is already highly appreciated by world markets, such as most recently Korea and China.
As always, TheOne Milano is characterised as a fair with an international soul able to attract and engage buyers with a fashion proposal that is appreciated in a world without borders, as demonstrated by the attendance data in which the presence of foreign visitors historically exceeds 60%.
For this reason, the new edition of TheOne Milano is expected to have a composite delegation of buyers with a strong presence from Russia, as well as the USA, Korea, Japan, Kazakhstan and Azerbaijan.
To make TheOne Milano even more special, the first day of the fair, Friday 22 February 2019, will close with a “Made in Italy” show: Italian Fashion Night. This collective fashion show will see fur as the protagonist during the Milan Fashion Week, and is organised in collaboration with Saga Fur.
TheOne Milano looks forward to meeting you on 22-25 February 2019 at fieramilanocity, halls 3 and 4.