TheOneMilano on the starting blocksThe exhibition renews the concept of trade show and proposes a modern format able to unite trends and business, communication and commercial pragmatism in only one location. A unique formula among the proposals for women’s fashion present in Milan during the Fashion Week, which enables buyers and companies to meet and start solid and tailored business relationships
TheOneMilano returns to Fieramilanocity from 22nd to 25th September for its second edition. The exhibition dedicated to haut-à-porter will be held in those days during Milan’s Autumn Fashion Week: a unique four-day event that presents the best of fashion in leather, fur, knitwear and accessories to international buyers, with a space dedicated to complements that make an item special and unique.
The exhibitors are the most important international fashion brands in every segment, which present high-end collections able to repropose the manufacturing skill and the quality of raw materials as part of the dialogue with customers. Together with them emerging brands - which sign exclusive luxury collections able to give a contemporary interpretation of tailoring - and up-and-coming designers with their cool proposals. TheOneMilano is an exhibition entirely dedicated to haut-à-porter, to precious and modern collections that are a skilful balancing act between culture, fashion research and manufacturing experience. It is the best opportunity to discover and purchase collections from every fashion segment (classic, experimental, casual) and of every kind of product (outerwear, total look, knitwear, beachwear and accessories). The September edition is dedicated to SS 2018 collections, but there is also space for capsule collections that look to winter, which is almost at hand, and speak the language of trends with furs, overcoats, shearling, down jackets and knitwear that go beyond the concept of seasonality.
Among the great novelties of this edition, the young winners of the historic Concorso Nazionale Professione Moda Giovani Stilisti RMI (National Contest for Young Fashion Designers RMI) come for the project of support and guidance towards the fashion system and the market. Besides internships and scholarships, which are the “historic” awards of the contest, starting from this year they have the chance to participate in TheOneMilano in the N1 (NICE ONE) area, to meet the press, the manufacturing world and the fashion world’s market, accompanied by three institutions within the Italian fashion world: the organisers of the exhibition and the two Federations (CNA Federmoda and Federazione Moda Italia) that are mouthpieces respectively of trade shows as a marketplace, of the manufacturing world and of the distribution world. The goal is to help tomorrow’s talents understand the manufacturing realities of the industry, adapting their professional skills to the real requests of manufacturers, retailers and consumers. The initiative is the synthesis of 26 years of work, with the aim of creating a real bridge between school and work, often ahead of the times, as it has been speaking of issues that now are highly topical, such as sustainability and multicultural trends, since the beginning of the 2000s.
The guests of the first edition of the N1 project: Federica Peternelj, who won the RMI 2017 Prize – Overall winner of the XXVII Concorso Nazionale Professione Moda Giovani Stilisti (the 27th National Contest for Young Fashion Designers) and winner of the Lingerie and Beachwear Prize. With her, Sara Pavan, Clothing Category Prize; Giorgia Mura, Childrenswear Category Prize; Karim Daoudi, Accessories and Footwear Category Prize; and Mirella Piria and Federica Polli, the joint Fur Category Prize winners.
The first edition of TheOneMilano, held in February 2017, was a great success: 286 brands were visited by over 11,000 buyers and professionals of the fashion world, 63% of which came from abroad, whose presence translated into a considerable amount of order for every exhibiting company. In the February 2017 edition the reception desk received the registration of 1,868 buyers from the Russian Federation; 1,657 buyers from China, Hong Kong, Japan, Korea and Taiwan; 504 buyers from the Middle East. On the European front, the leading countries were Greece (355), Spain (282) and Germany (279).
We have worked hard to create an exhibition that didn't exist before and that today is a reality – said Norberto Albertalli, president of TheOneMilano – the number of entries recorded at the reception desk was the result of long hard work; it was essential to make the product the focus: we had collections on display that stood out for their realness, their quality and their ability to be viably positioned in the market. There is no magic formula, to be successful you have always needed to have a supply to meet demand, and therefore to exhibit collections that can generate real sales turnover.