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Miranda Priestely didn’t tell us in the famous film “The devil wears Prada”, Bible of all the fashion-addict women, that “fashion” was a business only for developing countries.

Instead, in Italy Deleyva Editori has published the book “Reconstructing Italian Fashion: America and the Development of the Italian Fashion Industry” of Nicola White of the Central Saint Martins of London, for making us understanding what hundreds of Italian sound advertisements on multilateral exchanges (fundamental for goods’ exchange) have fleetingly impressed our eyes.

We want to make you to know that Nicola White was teacher and leader of the Central Saint Martins of the London department, she also wrote other works in addition to the already quoted Reconstructing Italian Fashion. An example is “America and the Development of the Italian Fashion Industry” of The Fashion Business: Theory, Practice, Image (Berg Publishers, 2000) written in collaboration with Ian Griffiths, creative Consultant for Max Mara and teacher at the Fashion Design Research Center of Kensington University of London and also writer of the biography “Giorgio Armani” (Carlton Books, 2000).

Fashion is a business for poor countries. A job appendix and GDP left to female and childlike hands, ruled by international agreements that sometimes smell of “prohibition” and in other cases of globalization. A “worn” version of the agricultural agreements, or well, an excursiveness about the products that on one side you can put in your stomach – the food – on the other side that you can put on your belly – the dress. Who knows if at the Expo2015 these stories will be told.

Now, my dear aesthetes, we believe Italy has returned to be a developing country. Lets read the book of Nicola White edited by Deleyva Editore, as a Marshall Plan of the seamstresses and craftsmen, tailors for men or women, who contended the materials and every centimetres of the Italian population; a Marshall Plan based on needle and thread weblog USA. As Nicola White wrote, the textile sector was the only one to remain unscathed in Italy after the Second World War, becoming the privileged beneficiary of the American Marshall investment plan. The use of new mass-productions methodologies and technologies applied to the industry, and the opening of a big consumption market, became the key role of the USA in the development of Italian fashion and textile sector.

According to the author Nicola White. The Italian style of fashion realised its identity through the expression of the market demand of the American middle class. The Italian collections, from Puccialle Sorelle Fontana, Ferragamo and Max Mara allowed the explosion of the Italian fashion phenomenon in America and the representation of the ideal of Italianism in all the Americans’ idea, where

“Italy became the privileged destination of a sentimental travel towards art, culture and tourist pleasant places.”

On February 12, 1951 the big fashion and textile exposition, organized by Giovanni Battista Giorgini in Florence, marked the born of Italian fashion making the Italian style free from the subjection of Paris’ fashion.

We would like to share with you some words of Nicola White, we are already sharing them, long-winded and unheard mourners:

“At the beginning of a new millennium, in a period when nations are fighting for saving and developing their own cultural identity, it is important the Italian fashion root (a sector that now is a representative icon of Italian national identity) are properly recognized and understood.”

A new Marshall Plan, exactly. Not a Chinese invasion.

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Andrea Lazzari: the male fashion is in Venice

We really like the fashion designer Andrea Lazzari, born in Padua in 1991 and graduate at the Istituto Maragoni in Milan, and his love song – Plus Que Ma Vie. This new talent has been reported by the photographer Eleonora Gioia Franceschini, a growing talent of Italian Beauty, who appreciated the images and photos of the collections FW Labyrinth and SS15 Aquarium of Andrea Lazzari.

We approve the values of Andrea Lazzari Plus Que Ma Vie: the aesthetic trend, the refinement materials, pure virgin wool combined in cachemire and tartan of cachemire, the clean signs, a moderate originality of the communicative content.

The pride for the origin: all Made in Italy, the male luxury is thought, drew, cradled and developed in the Venetian lands in the name of a Venice that – stepmother – is the symbol of the Italian beauty that doesn’t care about its contemporary artists. The vocation for the refinement means a particular attention to the customization, a way to produce considering the final product not as something needful but something full of other (individual) meanings: culture, symbolism, metamorphosis, investigation of thought, passion.

This is what we are reading about the works of the young designer that, maybe unawares, has already become internationally renowned: last August he participated to the Fashion Week in S. Petersburg, Russia; on January went to Copenhagen; has an exclusively distribution in the East markets; he has been already introduced between the names of NotJustALabel.

This is not bad for a person who graduated in the Summer of 2013 and won the Marangoni price for the best collection and, as consequence, has been blandished and fondled by the journalists of the sector.

The collection Labyrinth of the fashion designer Andrea Lazzari is characterized by the symbol of the labyrinth, tartan in wool or cachemire and the black, grey and blue scoop.

The coats have large volumes and with a North Europe style with a front side comfortably formal such as the pants characterized by a slim fit with wire and hem tasks under on the ankle. At the same time the lateral side has asymmetrical proportions that create the effect of short on the front and slipped behind. The shirts have defined lines that are visible on the pants and under the beautiful jackets – in jersey or tissue – like in a game of layers and overlaps that still going on with the jumps. Hat or hood are accessories present in all of the outfits, such as the shoes that ogle to the beloved Weber-Hodel-Feder.

Andrea Lazzari – Plus Que Ma Vie is already present in the English and Russian e.shop of ibavenue.

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Arnoldo][Battois or the new Italian Fashion

Showavenue‘s draft was very interested in Arnoldo][Battois, after met them at the Origin, Passion and Beliefs fair. Since that moment the founder of Italian Beauty has started a courtship dance to have their magnificent creations in the accessories catalogue of Italian Beauty and in the e.shop ibavenue.com.

Today we want to tell you abut the new success of Arnoldo][Battois, the selection and partecipation to the 10th edition of Who’s On Next -the new Fashion generation, at the Museum of Rome, Palazzo Braschi, that will be inaugurated on Monday, 14th July, at 7:00 pm.

The finalists of the edition of 2010 will be there with the Elephant bag as icon (pleated, done with a wisteria grey python and accessories in steel) and Bauci bag (doctor bag with a mosaic of yellow horsey and black napa leather) coming from the new collection F/W2015.

To celebrate the 10 years of “Who Is On Next?“” Altaroma, in collaboration with Vogue Italia, have decided to create a new fashion project to search and promote young creative talents of the Made in Italy and organize an exhibition in Rome to go along the story of fashion and celebrate all the creative people that took part on it. This show wants to celebrate Altaroma and Vogue Italia but, mostly, all those who represent the excellent, the new generation of the Made in Italy.

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Milan super: from Russia with Fashion

The Italian fashion sector needs fresh air; the join between Florentine power – Pitti Immagine – and the Lombard ones – Fiera Milano – produced the 4th edition of Milano Super, starting tomorrow in the Padiglione 3, Fieramilanocity in viale Scarampo, Milan, and closing on Monday 22nd September. What makes particular this event?First of all the presence of 200 emergent brands and the 40% of them are new. There are also some plus-super-plus: the group of Super Talents, edited by Sara Maino, senior editor of Vogue Italia and Vogue Talents, the special project Open Russian Fashion organized with the sponsorship and support of the Industry Ministry and Foreign Trade of the Russian Federation, the special project Made in Sicily of the Sicily region with the support of the European Union. Made in Sicily shows eight experts of handmade creativity to the 6 thousand international buyer: Cocò Jewels of nature, Eugenio Vazzano, Ignazio Bissoli, LR 2.0 Lab, Maddi Marzia Donzelli Spazio IF, Vitussi and Vuedu. Open Russian Fashion (Fieramilano City, Padilion 3, stand B11) presents the previews of 13 new brands and 5 Russian designers already known in the Russian Federation. The brands looking for the international approval are: LES’, Yanina Vekhteva, Georgy Rushev, Anna Slavutina, Natali Leskova, Natasha Weinstock, Katerina Fee, Sol’, Maria Golubeva, Luda Nikishina, Alexander Khrisanfov Mineral Weather.Alena Akhmadullina, Julia Dalakian, Yulia Prokhorova, Vassa e Evgenia Legkodymova with the brand Laroom are the young, but already known, new proposals coming out from the Spazio Sari (via Cevedale 5). These new talents, through a style innovation and using unusual and precious materials, are improving the industrial reborn that moves the Russian Federation and drives the Italian Fashion Arts.

Osome2some is one of these new brands and it is born in Saint Petersburg, founded by Anna Andrienko and Natalia Buzakova, young businesswomen with a business background but without any type of fashion course, only a mess-tin in India and a job in London for Alexander McQueen and Stella McCartney to finally return to Saint Petersburg in 2009 under Evgenia Dorofeeva’s wing.

Anna and Natalia think the Russian market is favourable for the young Russian designers: costumers approve the Russian designers’ proposals, the big malls create reserved areas to the local brands and the regional outlets sell the eventual stuff in excess.

Style and refined materials are also the signature of ALEXANDER KHRISANFOV – he studied at the Samarsky State College of Service Technologies and Design and won some contests for new talents, like Mercedes. These competitions made the new designer famous between Russian professional pubblic. In his last creations, made to measure, has neat cuts that make the shapes ultra-female through the use of silks and chiffon. Now we give you just some information about the other Fashion designers, leaving you the possibility to find other info searching on web or walking around Milan.

Georgy Rushev – creates jewels that join the past with the future mixing semi-precious stones, such as amethyst, citrine and pyrite, with common materials, such as metals, plastics and drop of glass.

Katerinafee- Katerina Filippova has her company in Moscow, she studied at the Polimoda of Florence and has collaborations with Vivienne Westwood. The characteristics of her style are a strong tailoring footprint, asymmetric cuts and defined silhouettes. www.katerinafee.com

Les’ – is born in 2012 in Moscow, the founder is Lesia Paramonova; this young brand means “forest” from which the stylist takes his inspiration for shape and colours of the total look.

Anna Slavutina – creates jewels, unique handmade pieces created joining silk, velvet, natural stones, Murano’s glass and uncommon types of wood. www.slavutina.ru

Luda Nikishina – has a degree in economy and Fashion designer, a background in the photography and art sector; she creates handmade clothes in a little laboratory in Moscow. She uses natural materials, sophisticated patterns and tries new shape and cuts. www.ludanikishina.comMaria Golubeva – comes from Moscow and studied at the British Higher School of Design Moscow; her proposal is a soft silhouette. www.maria-golubeva.com

Mineral Weather – is born in a loft in Moscow in 2011 from a project of new talents and it became in few times an independent and successful brand. To create unique products, Alexander Olkhovsky and Anna Pavlova use bronze, tin and aluminium completely covered by a thin layer of plastic; the designers defined this mood as Mineral Weather.

Natali Leskova – founded in 2011 in Saint Petersburg by the designer Natalia Leskova, the namesake brand stands out for the minimalist style. “Less is more” is the motto of the stylist who uses natural cotton, wool and leather – limiting any other accessory, including belts and buttons. Dresses, blouse and skirts have the skyline of St. Petersburg and Milan. www.natalileskova.comNatasha Weinstock – she is 26 years old but she has three degrees in cybernetics, economy and fashion design; she founded the namesake brand in Moscow based on the urban romantic style.

SOL’ Designers – is a fashion project born from the creativity of the two designers Olga and Anna; it is dedicated exclusively to handmade hats for women and children.

Yanina Vekhteva – mixes the classic Russian style with geometric and minimalistic elements typical of the Asiatic taste. www.yaninavekhteva.ru

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