Shopping festival to launch Milan Fashion Week.
Billed as “a global celebration of fashion”, the event offers a selection of special initiatives around Italy’s fashion capital on Tuesday 22 September on the eve of Milan Fashion Week.
Organised by Vogue together with Milan’s city hall, the evening will see shops open until 23.00 in the Brera-Corso Como area and on Corso Vittorio Emanuele, Corso Venezia, Corso Genova and the Porta Nuovo fashion zone.
Live performances, cocktail parties with celebrities and DJ sets will be among the initiatives, as well as product launches by important brands such as Samsung’s Galaxy S6 Edge smartphone and Lancia’s new Ypsilon model 2016. Catwalks with recreated threads from the Belle Epoque will run alongside sales of limited edition products with proceeds destined for research into cardiovascular diseases by the Monzino Institute.
Winning photos by Vogue readers will be on display in Piazza Gae Aulenti, while Palazzo Morando in Via Sant’Andrea, site of the city’s Costume Moda Immagine museum, will display photos by young Italian talents selected by PhotoVogue.
The Banca Popolare di Milano will display the 100 per cent made in Italy collections by five women designers in the bank’s headquarters, broadcast live on digital channel 32 by QVC.
A full programme of the special events and the scores of participating stores is available on the Vogue website, conveniently sorted by location.