Armani and Prada vote to extend the Milan Fashion Week schedule

09Apr10

ITALY’S most prominent designer names, including Giorgio Armani and Prada, have united to ensure that this season’s Milan Fashion Week will last a full seven days. The “unmissable” names have agreed to evenly distribute their shows across the week to guarantee that the world’s press and buyers remain in Milan for the duration of the event, rather than leaving after the key shows are over.

“I am happy that my call for responsibility has been agreed to and I don’t think I was the only one hoping for it: the moment had come to reconsider in earnest the issue of the fashion calendar, because a whole industrial system revolves around it,” Giorgio Armani said. “The agreement by the major designers, which protects the emerging ones as well, has been reached with the mediation of Camera della Moda and demonstrates that we Italians, if we really want it, are perfectly able to assert ourselves without fear in order to enhance what the world acknowledges to be a rich and inimitable creative heritage.”

via Armani and Prada vote to extend the Milan Fashion Week schedule (Vogue.com UK).

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