Revolution is in the air for the women's haut-à-porter exhibition, at fieramilanocity from 23 to 26 February, an innovative format with new content, image and services

TheOneMilano has a new image and a new format, and it’s increasing business opportunities as a pioneer and promoter of a trade fair model that champions the Italian system on international markets, including via a partnership with ITA – Italian Trade Agency Ice, the agency for the promotion and internationalisation of Italian companies.

Delegations from South Korea, Russia, Saudi Arabia, Kuwait, United Arab Emirates, Japan, United States, Austria, Belgium, Lebanon, Turkey and Morocco are already accredited, demonstrating that the Exhibition offers fashion that is appreciated by buyers all over the world, as shown by the visitor figures February 2017, with 64% coming from abroad.

The new high-impact visual identity involves both graphic design and the layout of the exhibition spaces, in a conceptual and colour combination that reflects the uniqueness of the event and at the same time its multiple fields of expertise. The starting point is the concept of uniqueness in the name TheOneMilano, or “One“, that has become a symbol and a manifesto for a rich and multifaceted communication and trade fair experience (the visual identity graphic design project was created by Kitchen Stories).

Now in its third year, TheOneMilano exhibition will be taking place between 23 and 26 February at Fieramilanocity, and will feature four new areas:

#TheOneIdentity. An exclusive area dedicated to contemporary luxury brands and to labels that research and experiment. An area created to promote the value of creativity of companies that have exceptional contemporary appeal, starring names such as Sonia Speciale, Campomaggi e Caterina Lucchi, Mua Mua Dolls, San Andres Milano, and Ida Lou. Not Shy the hottest cashmere, Au197Sm, Brigitte Bardot, Liven.

#TheOneShowroom. TheOneMilano has created a dedicated area for showrooms to anticipate trends and interpret the development of a market that increasingly needs to shorten the distances between supply and demand. A hub where brands and companies have the chance to meet buyers, distributors and industry operators directly and to do new business. The brands include: Zappieri Milano, Style Council, Elisa Gaito, Louvre fashion agency, Mdm7 showroom.

#TheOneOriginal. The exhibition – a showcase for excellence – shines a spotlight on industrial companies in the textile sector. The best of manufacturing becomes part of a project that will connect the production network with international markets. A dialogue that becomes a melting pot for innovation and the starting point for new strategic visions.
Some of the many companies that have confirmed they will be taking part are Nuovo Borgo, Daniela Drei, Kontessa, Club Voltaire, and Carmen Milano.

The new areas will have an increasingly international scope and are joined by #TheOneFur&leather, a showcase for the main names in the fur and leather sector, and an unmissable date in the diaries of the most important buyers in the world. Some of the stars at this exhibition will be Manzoni 24, Olivieri, Gianfranco Ferré Furs, Tosato, Diego M, and Artico.

The new-look TheOneMilano has some high-profile support. The Advisory Board includes Natasha Grodecki, consultant for Lambert & Associates; Giorgio Martelli, vice-director general of Stampa Gruppo GEDI; Mattia Mor, manager and business-owner; Cinzia Malvini, fashion journalist for LA7 and director of BookModa; Luca Lanzoni, digital fashion director for Hearst Italia; Paolo Marsi, co-owner of StyleCouncilAssociati; Francesco Casile, founder and CEO of Casile&Casile Fashion Group; and Fabrizio Curci, CEO and director general of Fiera Milano.

The aim of the TheOneMilano is to emphasise that lies behind the Exhibition’s initial conception: to create an event that returns to the roots of prêt-à-porter, involving the great Italian and international creative manufacturing industry. Also on the team is Muriel Piaser in the role of “Global Fashion Developer”.

To make TheOneMilano even more special, the first day of the exhibition – Friday 23 February – will end with a “100% Made in Italy” show: Italian Fashion Night: a collective show which will see fur in the starring role at Milan Fashion Week. ( Kopenhaghen fur, Fabio Gavazzi, Giorgio Magnani Luxury, Grandifur, Mala Matì, Pajaro, Rindi)

Sunday 25 will feature Remix, the International Competition dedicated to up-and-coming talent from around the world and organised by IFF, International Fur Federation, in collaboration with TheOneMilano.

New social responsibility:
It’s much more than just an exhibition and events: TheOneMilano showcases talented young people with areas dedicated to New Talents from schools (IED Milan and Accademia di Costume e Moda, Rome) and the trends area, curated by IFDA, The Italian Fashion and Design Academy.
The Exhibition becomes a tangible way to give young designers and creatives who have just finished studying a showcase and a gateway to the world of work.
And on the same subject, there will be another instalment in the N.1 – Nice 1 project, created in collaboration with CNA Federmoda: 4 of the 6 young designers who won the RMI Competition – Ricerca Moda Innovazione (at Alta Roma, July 2017) were put in contact with 4 exhibitors at the exhibition, who have created a capsule collection designed by these young creatives which will be on sale for TheOneMilano.

TheOneMilano looks forward to welcoming you from 23 to 26 February at fieramilanocity, in pavilions 3 and 4, at the Porta Teodorico entrance.