CAMERA SHOWROOM MILANO AT THE FASHION WEEK IN JANUARY

At a time when the “Milan brand” is more than ever at the center of the interest of international buyers, including those from South-East Asia, once again expected in the Lombard capital, Camera Showroom Milano returns to the spotlight of the January fashion week with three initiatives: a new edition of the “fuorisalone” Artisanal Evolution, the event Csm Meets Sustainability and the exhibition on Ray Petri, both at Palazzo Isimbardi in corso Monforte 35.

Artisanal Evolution, a project carried out together with Confartigianato Moda under the patronage of the Municipality of Milan and the support of Camera Buyer Italia, is a traveling journey through the best of excellence made in Italy in the showrooms associated with CSM, connected through a shuttle service and a paper map to better orient buyers. An effective way to give visibility to the Italian Mpmi (micro-small and medium-sized enterprises), within exhibition spaces characterized by a single modular layout.

From 13 to 17 January the Asestante showroom focuses on Don The Fuller, Boiocchi Showroom on C968, Casile&Casile on Kangra, Daniele Ghiselli Showroom on Agiomar, Elisa Gaito Showroom on Edelart, Fattore K Milano on Kardo, Panorama Moda on Viapiave33, Space 38 on Canaku, Space Coltri on Noova, Space Liberty on Lemargo, Studio Zeta on Rc Rita Curcio and Zappieri on Vialactea.

Csm Meets Sustainability is back on stage: in synergy with Confartigianato Moda, Ice and Maeci, showrooms in the orbit of CSM give maximum visibility to brands with certified eco-sustainability requirements during a cocktail at Palazzo Isimbardi by invitation only, from 18.30 to 20.30 on 16 January, addressed to Italian and foreign buyers, as well as to the press.

In this context the combinations are between Asestante Showroom and the brand Don The Fuller, Boiocchi Showroom and Calò, Casile&Casile and Blukey, Continuo and Afar, Daniele Ghiselli Showroom and Il Bisonte, Dmvb Showroom and Tales by Solid, Elisa Gaito Showroom and Crida, Fattore K Milano and Merz B. Schwanen, Panorama Moda and Duvetica, Progetto Milano and Antenora, 55 Showroom and Zummy, Spazio Liberty and Oa Non Fashion, Studio 360 Showroom and Gudrum & Gudrum, Studio Tato Sossai and Crush Cashmere, Studio Zeta and OOO Obdesign.

Gigliola Maule | President of CSM

«We need that all the supply chain and the chain of sustainability are competent, in order to transmit an effective message and able to increase the awareness of the final consumer – comments Gigliola Maule, president of CSM -. In Italy we are beginning to understand the enormous potential of the storytelling of individual brands. Sustainability, which cannot be just a facade ecology, must be told at its best and every production process must be reviewed in a green key, starting from the choice of fabrics».

Galligari recalls that the processing techniques of multiple fibers, from linen to viscose, from cotton to silk, need a high consumption of water in the various steps of their processing. It should be borne in mind that many fibres are synthetic and therefore their processing is highly polluting. Everyone must do their part for the protection of the environment».

During Csm Meets Sustainability, eco-experts Caterina Occhio and Rossana Diana will talk about the importance of sustainability in textiles and clothing, giving advice on how to make the production chain greener. In addition, a movie made by director Ylenia Busolli will be screened on the most urgent issues related to the climate.

In conjunction with Csm Meets Sustainability it will be possible to visit a retrospective on Ray Petri (in the opening image one of his creations), much more than a simple fashion stylist, who became famous through The Face magazines, Arena and I-D in a decade obsessed with style, the eighties.

Petri was the creator in 1979 of the Buffalo fashion factory, which was fashionable as the Warhol Factory was the art. For him, the expression Buffalo did not refer so much to the song Buffalo Boy by Bob Marley, as to the Caribbean expression to describe rebellious boys, tough and a bit wild.

His creativity was influenced by London in the 1960s, travel to India, Africa and Australia, and work at Sotheby’s. Around him had gathered a heterogeneous group of talents, from Mitzi Lorenz, designer, to numerous singers including Neneh Cherry, to models and models (Simon de Montford, Barry and Nick Kamen, Talisa Soto and Naomi Campbell) and photographers of which Petri also became an agent, see Cameron mcvey and Jean Baptiste Mondino, to name just two names.

When Ray Petri got into fashion, there were not many magazines dedicated to menswear and he, with his models characterized by hyper-masculinity and a strong erotic charge, brought a breath of real innovation in the industry.

Several years later his influence on streetstyle is still clearly perceptible and the exhibition at Palazzo Isimbardi confirms this. Barry Kamen, Tony Felix and Zadrian Smith made a fundamental contribution to its development.

Mauro Galligari | CSM Communication Director

«A fully ethical fashion is not only possible but necessary – says Mauro Galligari, director of communication of CSM -. If you buy in the chains of fast fashion you finance a non-ethical operation. Before making a purchase, you should be well informed about the product you are choosing, trying to buy less often, but something more durable».

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