Rome Fashion Week: bridging the gap between tradition and innovation by Lira Bekbolatova
After a journey that has lasted several years, Altaroma, the promoter of the Rome Fashion Week, is now rounding off an expected digital transition. This year’s fashion shows and events took place at Palazzo Brancaccio throughout September, in the Italian capital of Rome
Three intense days of presentations, shows, and, the highly anticipated finale of the project were promoted by Altaroma in collaboration with Vogue Italia. ‘Who Is On Next?’ became just a few clicks away to every fashionista from all over the world. And this happened thanks to live streaming on the online platform digitalrunway.altaroma.it and also with access across Altaroma’s social media channels. This enabled easy access to the events regardless of any geographical distance or time difference.
The timeless Dima Leu
Dima Leu is a menswear and unisex clothing brand founded in 2015 in Italy who featured its first AW16 collection show in Milan and Paris. This year the brand addressed the theme of the reinterpretation of sportswear in a sophisticated manner, focusing on the overlap between sportswear and tailoring. This year Dima Leu won the prestigious ‘Who Is On Next?’ project within the menswear prêt-à-porter category.
“This is a special edition”, explains Silvia Venturini Fendi, President of Altaroma “Not only because it marks the completion of a repositioning process for Altaroma, but also because, despite obvious difficulties, we have been able to re-create the dynamic and exciting atmosphere which has made the Rome Fashion Week a point of reference for fashion students, emerging designers and upcoming talent. Our three-day calendar was once again full of events dedicated to them. It is for them that we did our utmost to also organise physical events, and not just online. In such a critical situation, we felt it was essential to maintain all the pivotal components and opportunities which young designers need to move their projects forward.”
Rome Fashion Week has always been a significant opportunity for young designers. Firstly, Altaroma is proud of it’s ‘Who Is On Next?’ project dedicated to the scouting and promotion of emerging talent. This is a unique opportunity, which allows the brands selected in the prêt-à-porter and accessories’ categories to present their creations to a jury of experts, to receive support and to ascertain their positions in the national and international markets.
Secondly, another Rome Fashion Week’s project – ‘Showcase’ – was a free opportunity for young designers and independent brands who wish to enter the fashion market. Over three days, 68 designers and brands had the chance to meet fashion professionals and key players who can help them develop their businesses.
Let’s take a moment to reflect upon the most promising designers of this year’s Rome Fashion Week season.
The ever-chic Francesco Murano
The Francesco Murano brand was born from the union between a strong passion for design and a love of the classical and baroque arts. The sartorial techniques of the past revived with a modern edge were applied to sharp and contemporary silhouettes. Harmonious shapes and meticulous pattern-making are the fundamental components of this Italian brand. This season Francesco Murano received the Franca Sozzani Award within the Womenswear prêt-à-porter category.
The forward-thinking urban Zeroundici Eyewear
Two brothers curate this renowned brand – Simone and Daniele Testore, who have transformed their common passion for fashion into an award-winning business venture. The use of irregular shapes and attention to materials used are the distinctive elements of ZEROUNDICI eyewear glasses. They are specifically designed to emphasise the customer’s personality and style. Italian tradition and international essence remain the core values of this brand.
Photo credits (Rome Fashion Week): courtesy of AltaRoma