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THE MAIN EVENT: Italy’s main fashion body, the Camera Nazionale della Moda Italiana, is angling to attract more international buyers to Milan with a streamlined trade agenda.
The chamber is launching Milano Moda Main, a new event and the official list of the city's fashion showrooms that will help coordinate their opening and the sales campaigns of both pre-collections and main collections.
Milano Moda Main will debut next year, running from Jan. 10 to Feb. 9, and will focus on women’s, men’s and children’s pre-fall and fall/winter 2013-2014 collections. The summer edition of Milano Moda Main is scheduled for June 13 to July 20.
“We used to have two events, Milano Moda Pre-collezioni and Milano Moda Showroom, but their dates ended up being so close that we decided to create a single one,” explained Camera president Mario Boselli.
A dedicated area on the chamber’s Web site will enable international buyers to have access to press releases and look-book images of the collections. The association plans to market the initiative with promotional campaigns in Italian and foreign dailies and magazines, as well as online.