"The ability of Milan’s Chamber of Commerce to be the link between public and private has made it possible for this project to be executed - said Bruno Ermolli, President of Promos.  Milan Fashion City has in fact created synergies between operators and institutions, as well as all of the city’s fashion stakeholders.  The objective is to demonstrate through real and tangible projects that the "fashion system" exists and that when it is supported by the synergy between public and private sectors, a methodology  and a successful  strategy, the whole Milanese system will benefit from it and not only the fashion world, as its impact will extend to all production sectors.  The commitment must be to enhance and promote our city, our territory and its excellence in the world, so that Milan can become an international reference point, not only from an economical and financial standpoint, but also thanks to the vast cultural and artistic heritage it has to offer"
Bruno Ermolli, PROMOS President, February 8th 2011

PRESS RELEASE

PRESS REVIEW MILANO FASHION CITY 2nd EDITION

A SELECTION FROM THE NATIONAL DAILY NEWPAPERS

“…Milano Fashion City had the unique knowledge required to convey a fresh and innovative energy to the city. The balance sheet of the first edition was extremely positive. Still today many wonder what will be the Expo in reality and what objectives will it aim to meet. Milano Fashion City gave a concrete response to these questions...”
IL GIORNO - October 9th 2010

The top city in the world of fashion: Milano Fashion City . Interview by Shahin Javidi
"... Promos and the Chamber of Commerce, who “bring together” the event, have placed a particular focus on sharing a common platform for communicating with and welcoming visitors. For the first time, all the partners involved, from showrooms to art galleries, have promoted not just their own events, but also those of all the other participants. The reception for visitors has been carefully organized, with meeting points and information desks, from arrival at Malpensa Airport to excellent guest house accommodation at Milan Fashion Apartment.  The message:  Welcome to Milano Fashion City…"
THE LIFESTYLE JOURNAL - February 2011

The fashion industry establishes a network at fairs and events
"...The action is taking place between february 15th and march 9th, fashion week included, when the publicity reaches its peak and the salon leaders such as MIPEL, MICAM, MIFUR, MIDO, MILANO UNICA and WHITE take to the field. “There is a network in the fashion business”, explained Bruno Ermolli, President of Promos, “And when it is supported by the joint efforts of public and private concerns,  it is not just the fashion industry that benefits, but the whole of the Milanese economy, thanks to the positive effect this has on every production sector...”
AVVENIRE MILANO - February 9th 2011

 Events, shows, and discounts for fashion week
"…Discounts for anyone landing at Malpensa or Linate, with a fourth night at the hotel thrown in  for free, an art film show, and an international road-show. These are some of the initiatives planned for the second Milano Fashion City ”Milano Fashion City” event, which takes place from February 15th to March 9th. The show has been organized by Promos, the internationalization agency of the Chamber of Commerce. The aim of the event: to give support to the Milan fashion network both during and after the week of fashion show…"
CORRIERE DELLA SERA - February 9th 2011

Milano Fashion City returns as an international event
".. To promote the values of  the Milan area  at an international level, Milano Fashion City is organizing a travelling road-show which, during the period from mid-March to the end of 2011, will be visiting the cities of Moscow, San Paolo, Shanghai, Abu Dhabi, Mumbai and New York. As Mr. Ermolli has pointed out: “Apart from introducing people to high quality  of Milanese fashion and design, the purpose of these visits is also to make contacts, which will enable us, for example, to organize fashion shows in these international locations, and partake in cultural and educational exchanges....”
MF FASHION - February 9th 2011

Fashion and exhibitions:  low cost flights and free nights’ lodging for visitors
"... amongst the novelties in this second edition of the event, coordinated  by Promos (a special agency of the Chamber of Commerce), there is the partnership with Alitalia, who have agreed to  a 10%  discount on national and international air fares in economy or business class for all visitors  to “Milano Fashion City”, In addition, an agreement has been drawn up with 41 hotels in the city to offer a fourth night’s accommodation for free to any guests staying with them during the 3-week period…"
IL GIORNALE - February 9th 2011

Fashion takes a tip from picture-stories and goes for exaggeration. Three weeks of events coming up.
 ”...It’s all happening here and now”: a warning to the world that counts (the one of fashion) but also to the world of business. It’s like saying: “Anyone who doesn’t come to Milan for the Fashion City event is missing out”. It’s certainly a strong message, but when fashion and business walk out together; or start networking - to use a business term - they do it for real. In the words of the President of Promos, Bruno Ermolli: “This project has been made possible by our ability to build up relationships between the public and private sectors.” - Milano Fashion City has succeeded in involving all the important players on the Milan fashion scene…"
IL GIORNO - February 9th  2011

Promos launches again  the public-private sinergy
"...The aim of the project is to  boost the opportunities arising from Milan fashion week and the various important events in the exhibition, establishing a network involving more than 50 players, who themselves represent 50,000 companies and institutions,  commercial businesses, craft workshops, showrooms, trade associations and official bodies.  The result will be three weeks of events, shows, opportunities for doing business and cultural highlights, which will form the  complement to a week of fashion…"
IL SOLE 24 ORE - February 9th 2011

Milano Fashion City. Open for fashion
….And don’t forget: in Italy, fashion drives culture creativity, art, events, and social occasions. In short: “fashion” is a complex, multifaceted, and appealing world, all of whose different aspects are apparent in Milan, because Milan is the fashion capital of the world. In 2010, for the first time, "Milano Fashion City”  became more than a marketing slogan. It actually became an alliance of 50 representatives from institutions and the world of fashion and culture sharing the same goal. From now on, all those visiting Milan “for fashion” receive a warm welcome and top-level seamless services…..
WHERE MILAN March 2011

Milan exports the week of fashion
…”The business of communication is also important. For example, there’s the cinema event: Fashion on movie (made possible thanks to contributions from Micam, Mifur and Io Donna), which involves the screening of a selection of movies inspired by the world of fashion and accessories. “But there is more coming up in September 2011,” explained Mr. Javidi,  “We are planning a series of international road-shows, in collaboration with the Italian embassy network and with the support of the international assistance network of Promos.” 
IO DONNA - March 12th 2011

Latest news from the salons  of Pitti and White
"..For the last two seasons, ever since the salons joined the “Milano Fashion City” project, organized by the Chamber of Commerce in collaboration with Promos, the emphasis has been on creating a network. In fact, in the transition from one system to another we have noticed very little competitiveness and a lot of synergy.  The proof is in the stream of people who have been pouring all weekend into just a few hundred square metres of space. The salons have been set up as formats for high-quality products and original design..."
IL SOLE 24 ORE - March 9th 2011

Milano fashion City: alongside the fashion shows there’s a film show and a photographic competition
"... A huge number of events have been organized for this project, which involves more than 50 participants representing institutions, trade fair organizations, craftsmen’s workshops, showrooms, businesses and trade associations. One of the most interesting offerings is a cinema screening called “Fashion on Film”, featuring women who became our style icons, together with their fashionable clothes and accessories.  There is also the  “Milano Fashion City photographic competition: “between fashion and design”, open to both professionals and lovers of artistic portraiture..."
FASHIONMAGAZINE.IT - February 8th 2011

Fashion: Coming up, the second edition of  Milano Fashion City - three weeks from February 15th to March 9th
"...amongst the novelties for this second edition is a partnership with Alitalia, who are offering a 10% discount on national and international fares in both economy and business class for visitors to Milano Fashion City. An agreement has also been drawn up with 41 of the city’s hotels, who are offering a fourth night’s free accommodation to guests during the three-week period.  As Bruno Ermolli, President of Promos explained:  “The ability of the Milan Chamber of Commerce to execute the role of coordinator between the public and private sectors has created a network involving businesses, institutions and all the players on the Milan fashion scene  .."
ADNKRONOS.COM - February 13th 2011

Starting tomorrow: the second edition of “Milano Fashion City ”
"... This project, organized by the Milan Chamber of Commerce and Promos, will provide Italian and foreign visitors with a range of facilities and services, such as a web-site in both Italian and English, 65,000 copies of a specially printed guide, and a network of information desks at strategic points around the city.  There will also be special guest house arrangements, and a useful Diary of events listing all the initiatives taking place during the three week event, which lasts until March 9th. It involves a variety of activities designed to support a sector with an annual turnover of 13 billion Euros, generated by 15,000 businesses employing more than 45,000 people.…"
FASHIONUNITED.IT - February 14th 2011

Milano Fashion City: the second edition begins today
"...Tomorrow, Tuesday February 15th, sees the opening of the second edition of Milano Fashion City, due to last until March 9th.  This ambitious marketing operation for the Milan area has been organized by Promos, a special internationalization wing of the Milan Chamber of Commerce.  It aims to promote and support the fashion sector with a series of events dedicated to culture, art and music. The President of Promos, Bruno Ermolli, explained: “The objective is to demonstrate by means of practical projects that there is a real network within the fashion world, and that this benefits the entire Milan economy, thanks to the positive effect it has on every production sector…"
QNM.IT - February, 14th 2011

The charming Fashion City
"… Milano Fashion City is a practical guide to all the events aimed at operators in the fashion sector.  These initiatives are also open to the general public, however, who can revel in the mixture of art, culture and innovation that the city is providing over the period of Milan fashion week.  The agenda has been organized and promoted by Promos, the special international activity agency established by the Chamber of Commerce…"
VOGUE.IT - February 23rd 2011


PRESS REVIEW I EDITION MILANO FASHION CITY (click here)