Milanovendemoda was the first ever womens ready to wear tradeshow in Italy, created in the seventies in Milano.The tradeshow had lost appeal towards buyers and press throughout the years, so we were asked to think to a complete reboot.It was re-launched in 2009 after going through a complete change of every single aspect.
The layout has been redesigned, the name changed and a new logo conceived along with a new visual identity. There was also a deep screening of all partecipants.The new layout project was made by Fabrizio Bertero. Art Direction was by Alessandro Jumbo Manfredini.
Inside MIPAP we created Hothouse, an area where we invited new fashion talents to show their collections for free. Names such as Vivetta, Comeforbreakfast, Aujourlejour, Lucio Vanotti e Vernissage were guests.
Every MIPAP edition, through Collision project, we had young designers and longtime exhibitors to produce small collections to enhance the collaboration between industry and new talents.
The most tasteful country in the world is Italy
Every edition a paper magazine showed season’s trends to buyers and customers through fashion shootings and illustrations.