C.dares to hide behind a well-made garment or a handcrafted accessory? From 2017, for a weekend, OpenFashion reveals to the public of the most curious non-experts the behind the scenes of the Made in Italy. And the October 22-23, 2022 returns with another, rich edition to discover the most hidden and secret places of the magical world of fashion.
Palazzo Donizetti, historic location of the Alberta Ferretti fashion shows (Photo: ApritiModa).
A free event open to the public that allows everyone to rediscover “our” know-how. Because behind the small brands as well as the more famous ones there is an incredible entourage of people, professions, magical places that deserve to be known by citizens and tourists. Beyond the doors of historic buildings, into enchanted courtyards, into old reinvented factories: open the doors of the Maison it is a unique opportunity to touch the beauty firsthand and travel back the supply chain. I’m 100 the Italian realities who participate in this edition from north to south, telling different stories through experience customized.
How to participate in ApritiModa
Participation is absolutely free. To ensure compliance with the measures to protect everyone’s health, visits take place by appointment: just connect to sitechoose your favorite brand, find out in detail what the experience consists of and guarantee entry by filling out the form directly online.
The unmissable events in the city
Among the participating big brands, a visit to Palazzo Donizetti in Milan, the historic site of the fashion shows of Alberta Ferretti, which will be set up with a selection of vintage clothes. Palazzo Orsini, also in the city, is instead the place chosen by Giorgio Armani to present the behind the scenes of Haute Couture to the public; while Ferragamo invites everyone to Palazzo Spini Feroni, a Florenceto discover Women in balancethe exhibition dedicated to Wanda Miletti, historical guide of the company.
And then Monclerwhich opens its ultra-modern headquarters in via Solari in Milan to the public; Brunello Cucinelli instead he invites everyone to the headquarters in via Montello: wood, furniture, tiles, original Umbrian ceramics, to breathe the unique atmosphere of the native land of the designer and entrepreneur, Solomeo.
The interiors of Brunello Cucinelli in via Montello in Milan (Photo: ApritiModa).
Events outside the city
For those planning a trip out of town, Dolce & Gabbana welcomes the public in its historic production site in Legnano, to give light to the craftsmanship of the Jewelery and Watchmaking Laboratory. A little further on, in an industrial-style building, Aspesi invites to its historic headquarters. While Ermenegildo Zegna opens the history to all Zegna House in Trivero, in Piedmont.
The F.lli Cerruti Wool Mill in Biella (Photo: ApritiModa).
From Milan, you can reach it with the Autostrada dei Laghi Injuredthe town of Lake Maggiore where Herno has its headquarters: a factory with a classic nineteenth-century structure that reveals the savoir-faire of the brand. TO Biellathe Wool Mill F.lli Cerruti calls to discover the old nineteenth-century factory and the modern buildings designed by Vico Magistretti. For a tour of the shirts older than Naplesthe steps to mark on the agenda: Alberto Nolano, Anna Matuozzobut also the Antonelli tailoring and the Cuomo tailoring.
Discovering accessories, from Borsalino to Santoni
A Santoni craftsman at work (Photo: Santoni).
The manufacture Borsalino of Spinetta Marengo, at the gates of Alexandria, shows exclusively to visitors of ApritiModa 2022 how hats made immortal by cinema are born; always about hatsa stone’s throw from the Vatican City, opens to the public theAncient Hats Manufactory from Rome. While the glasses of Marcolin invite everyone to take a look at the headquarters in Villanova, in Veneto.
In the accessories sector, the Milanese appointments of two excellences of Made in Italy are not to be missed, Santoni And Serapian: the first in the prestigious, brand new space of Monte Napoleone by Patricia Urquiola, where it will be possible admire the master craftsmen to the work they cut, assemble and paint the brand’s shoes; while the historic leather goods firm opens the doors of its atelier in Villa Mozartjewel of Deco architecture.
Experiences between art, design and fashion
Finally, the experiences between art, design and fashion: because the first to open their doors are museums. As the Kartell Museum to Noviglio, in the province of Milan, with a selection of about 1,000 objects. But also the Como Silk Museumi Theater workshops in La Scala to the former Ansaldo in Milan where the productions of operas and ballets are born, and again the small and precious Maratethe center that handed down the art of Sardinian fabric and copper craftsmanship in Isili, in the hinterland of the island.
A magical journey through the small and large places where fashion is materially made.
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