C‘It is a new love story that enchants Milan: it is that between Melinda and Love Therapya fusion of sweetness and creativity that comes to life on the occasion of Milan Fashion Week.
Thanks to Melinda, one of the most important apple consortia in Europe, Love Therapy, a brand created by Elio Fiorucci, returns to make it dream during the fashion week.
The event
From 25 February to 3 March, the Civic newsstand of Corso Garibaldi 83 from 10 to 19 is dressed in magictransforming themselves into a meeting point for those who love elegance and emotions.
The iconic Divita apple of Melinda meets Lovely, the little Nanetto symbol of Love therapyin a hug that smells of nostalgia and, at the same time, of the future.
During the fashion week Tote Bag in fabric will be distributed that enclose a small gift signed Love Therapy, inspired by Fashion Week, and a turtleneck: a apple that is a message, a symbol of quality and care.
“The collaboration with Love Therapy is a tribute to creativity and quality. Dolcevita represents our commitment in innovation and in the search for excellence, values shared with a brand with a visionary spirit such as Love Therapy “, He declares Jessica Paternoster, Trade Marketing Manager of Melinda.
The taste, the imagination, the color: perfect ingredients for an event that is not pure fashion, but also an invitation to live this week with the heart.
The protagonists
Melinda It is one of the most important realities at European level in the field of apple cultivation: 400,000 tons of specimens are collected every year in Trentino, to be precise in the non -sun valleys. Melinda’s productive contribution in the sector is equal to about 20% of national production, also the consortium represents 4,000 Small agricultural businesses.
A poster dedicated to the event
Love therapy It is a name known to the Fashion Lover, a brand created in 2003 by Elio Fiorucci, although it was born from the stylist’s imagination in the 1980s. Hearts, love phrases, pop writings, little angels, ducks and the inevitable Lovely Nanetto adorn t-shirts, brand sweatshirts and accessories for years. A creative flicker, but also a strong message, made of love.
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