Italy is Promoting Made in Italy via the Firenze Hometown of Fashion

Carlo Calenda, the Italian minister for economic development, announced in Rome today that the Italian government has set aside 2 million euros ($2.7 million at current exchange) to support Firenze Hometown of Fashion, which is a series of events that will be held in Florence in recognition of the 60th anniversary of the Florentine center for Italian fashion.

"For us, Firenze Hometown of Fashion is the single most important initiative we will be developing this year in terms of investment," stated Calenda and reported on by WWD. "This is an initiative conceived as a laboratory putting Made in Italy in the limelight - which is exactly what international markets want."

Speaking of the international market, Calenda continued.

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"A few months ago we met many department stores and independent retailers in the U.S., and we asked them for suggestions on how to increase our companies' penetration of the American market. They all said, 'Bring more people to Italy'. That's because Italy is the only country which has succeeded in keeping together manufacturers and brands, and more journalists and buyers have to see with their own eyes how our products are made."

Just to give you a flavor as to what can be expected at this event, let's share with you some highlights.

During the first day's events on June 16, the Italian tenor Andrea Bocelli will be giving a live performance at the renovated Opera di Firenze, and he'll also be turning on the new lights of the Ponte Vecchio. The new lights were a donation to the city by the fashion entrepreneur and president of the Florence Center for Italian Fashion, Stefano Ricci, according to WWD.

Eight dresses by costumer Sartoria Tirelli will also be on display at the Opera di Firenze.

Just to give you an idea of how significant Sartoria Tirelli is, Vogue Italia stated the following, "A cornerstone in the history of Italian show business, the Sartoria Tirelli has produced clothes and costumes for the biggest international films and shows - and has contributed to the prestige of famous Italian costume designers."

On June 17, Gucci's museum in Piazza della Signoria will be open to the public.

Other fashion houses contributing to the program, include: Emilio Pucci, Ermanno Scervino and Salvatore Ferragamo. The Italian contemporary artist Francesco Vezzoli will also be participating in the program.

With exhibitions, interviews, concerts, installations and certainly much more, this event is certainly going to be a hard one to pass up. As with anything the Italians do, especially fashion-related, it is surely not going to disappoint.

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