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Vol.08  Issue 02/02, 09.02.2008

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Text : MVM.







As of today, 200 collections will be at MilanoVendeModa, the event organized by Fiera Milano Expocts and held at Fieramilanocity from February 21 to 24, 2008. At MVM, buyers will find companies known for their high quality products that have always focused on the value of innovative styling and a respect of client and customers' fashion needs.

To attract even more people who believe in quality, MVM will be presenting many new things for visitors, exhibitors, designers, and everyone involved in the fashion industry. Besides the faithful companies that keep choosing MVM to promote their collections, this edition will also present new talents that will have a chance to show their creative work to the market.

For this reason, MVM is launching its new project: THE STREET ti apriamo la strada. This new space, designed as a real street right in the heart of the show between the Trend and Luxury sectors, will definitely attract attention with its open-air setup. The Street is the start of a journey that will accompany 20 young designers, selected on merit, on a path that will allow them to develop their talent in the fashion industry and make their debut on the market. Twenty newcomers enthusiastically joined the project: Laura Volpi, Maria Teresa Del Duca, Marlucche, Sartoria Vico, and Buddhaful (straight from Los Angeles) were the first to be chosen.

MilanoVendeModa has also confirmed its four-section layout: four beating hearts, pulsing with fashion and style, and each with a different product category:
- LT: concepts and ideas that lead to amazingly innovative products
- Trend: a clever blend of styles with universal appeal
- Accessories: when details make a difference, and when special touches are the only thing that counts
- Luxury: not lavishness, but beauty and quality for a classic yet always surprising product

In the refreshing, colorful new setup, details were designed to transform every corner of the show into a manifesto for creativity and style. Visitors will be welcomed at the very glamorous entrance that echoes the new look of MVM. Relaxation areas will be decorated in the same theme as their sections. These spacious open spaces will have several sofas, ottomans, and seating for visitors. MVM offers relaxation in every sense, with music selected by a DJ in the LT section, and personalized bars where you can discover a taste for fashion while sipping a drink.

MVM not only represents Milan, but also Italy, Europe, and the world. For this reason, in cooperation with ICE (the Institute of Foreign Trade), 30 buyers from Russia, Lithuania, Kazakhstan, Greece, Spain, Belgium and the Netherlands will be invited this year. These countries were chosen based on market trends and market potential indicated by exhibitors.

This edition will also bring back the collective fashion shows of exhibitors to better highlight collections and products and to offer buyers a more comprehensive and complete panorama on the products. Fashion shows for this first edition of 2008 will be held in a world of comic strips and dialog balloons. The collection fashion shows will be staged in a corner of 'Cartoonia', Cartoonland, where the creativity of prêt-a-porter designers will be surrounded by the favorite cartoon characters of famous cartoonists. Several special events are also being planned in cooperation with major brands to welcome buyers from around the world.

Sharing the stage with MVM this year will be PluSize, the show for plus-size fashions featuring major labels such as Marly's Group (with three decades of experience), Maria Grazia Severi, Liolà, and 40 collections of fashion that really fits.

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