The One Milano

The show scheduled for 23–26 February becomes an EXPERIENCE

Change supported by an Advisory Board of entrepreneurs and professionals

Milan, 21 December For its third edition, at fieramilanocity from 23 to 26 February, TheOneMilano is revolutionising its format and launching a new project that combines fur, lifestyle and prêt-à-porter. The Advisory Board, a team of high-profile entrepreneurs and professionals, has played a leading role in shaping the new-look show. They include Natasha Grodecki, consultant at Lambert & Associates, Giorgio Martelli, deputy general manager for media relations at GEDI Group, Mattia Mor, executive director for Europe at (Alibaba Group), Cinzia Malvini, fashion and lifestyle journalist for LA7 and manager of BookModa, Luca Lanzoni, digital fashion director at Hearst Italia, Paolo Marsi, co-owner of StyleCouncilAssociati, Francesco Casile, founder and CEO of Casile&Casile Fashion Group, and Fabrizio Curci, managing director and general manager of Fiera Milano.

The regular trade-fair area, #theoneoriginal, is growing to include various new exhibition areas, in a move from exhibition to experience. There are major new names from the world of Italian and international prêt-à-porter as well as new hubs: #theoneidentity, the exclusive area dedicated to contemporary luxury brands and research and experimentation labels; #theoneshowroom, where buyers and new businesses can deal directly; and #theonexperience, the experiential space where lifestyle companies create new opportunities and synergies.

“Our show has always aimed to promote a fashion system that stands for not only carefully selected raw materials and manufacturing expertise but also a desire to network and to send what is, in a sense, a cultural message. Using Italy and Italian-made goods – a ‘brand’ recognised the world over – as our foundation, we wanted TheOneMilano to be a permanent forum for engaging with international companies in a constructive dialogue to develop an offering that can meet the demands of retailers and, ultimately, end consumers”, said Norberto Albertalli, president of TheOneMilano. “Fairs must change to reflect market trends; to lead, they must go further and anticipate them. That is why we have built a fair that offers buyers the experience of a unique relationship, imbued with the spirit of Milan, the host city where attention to detail is second nature”.

With its new formula TheOneMilano becomes a vanguard for change, which it promotes along three main lines: speed of impact, reducing the time lapse between supply and demand; image value, business opportunities but also branding opportunities and visibility; focus on innovation, space for new synergies and innovation.