For the first time this year: the new international exhibition, THEONEMILANO, dedicated to top-end women’s prêt-à-porter and accessories. THEONEMILANO will be held at Fiera Milano City from 24 to 27 February 2017. It will be an incredible marketplace for fashion ideas, ranging from textile to furs, knitwear to accessories, and jewellery to complements that make every garment unique and special. Different ideas all with one thing in common: “haut à porter”… haut de gamme and prêt-à-porter.
This new exhibition, located in pavilions 3 and 4 of the Fiera Milano City fairground, brings together MIPAP, the show organised by Fiera Milano, and MIFUR the Fur and Leather Exhibition organised by Ente Fieristico Mifur, combining the expertise and experience of both. They have joined forces to create what will be a unique show: THEONEMILANO, a fashion exhibition open a day longer than the others. Instead of the usual three, it will now stretch over four days, to allow boutiques, department stores, concept stores and specialist Italian and international shops to complete their purchases with all the care and scrutiny that high-quality articles demand.
THEONEMILANO means innovation, tradition and capitalising on the manufacturing characteristics of the various Italian regions and countries from around the world. All of this will be showcased in the perfect setting for observing the latest trends and style developments, via the fashion shows and events dedicated to both established and up-and-coming labels.
There will be around 300 collections on display for national and international buyers from all over the world to peruse: buyers who have been brought into the picture thanks to MIFUR and MIPAP’s consolidated databases, as well as a fine-tooth comb approach to pursuing new contacts whose profiles match the new exhibition’s positioning. For the February 2017 exhibition, the United States, South Korea, France, the United Kingdom and Germany have been identified as specific target markets, with market research having been carried out that will attract targeted delegations of buyers to Milan. Focus on the vast Chinese market is also on the cards.
Finally, the Russian market, a leader in the fur industry, will not be left out. Although it has been considered problematic for several seasons due to the economic crisis, it still considers Italy as its first choice for purchases.
At THEONEMILANO, the buyers already in Milan for fashion week and the catwalk shows will find five exhibition areas and themed clusters featuring city prêt -à-porter (with coats, shirts, tops, work bags and boutique furs) or a more classic range (formal furs, timeless closet bags, comfortable knitwear, gloves, hats and stoles), leisurewear (quilted and sheepskin jackets, bags, backpacks and holdalls, casual knitwear, jeans and outdoor clothing) and glamour (cashmere, exotic leather goods, precious furs, evening dresses, formal gowns). Of course there will also be room for hides for furs, buttons, patterns, machinery, as well as dyes, prints and tannery services, all found in a dedicated technical area.
THEONEMILANO from 24 to 27 February 2017, FIERA MILANO CITY pavilions 3-4