Milanovendemoda

Exhibition launched in 1969 by agents and commercial representatives in the clothing sector, all members of the Assomoda association. The aim was to open a direct dialogue with buyers in the city of Milan, the base for an increasing number of designers and where the fashion business enjoyed great vitality. From year to year, the exhibition, which was held at the Jolly Hotel in Milano Due, attracted a growing number of fashion houses and firms. In 1982, Milanovendemoda was absorbed by Expo Cts, the company that organizes fairs for the Commercial Union in Milan. The following year, the exhibition was integrated into the fashion system at Milan Fair through an agreement with Efima and Modit. This alliance was consolidated in 1990 with a unique event: Momi-Modamilano, run together by Modit and Milanovendemoda, in parallel with the two seasonal appointments of the Milan runway shows.
&Quad;2003, February. At the end of the Momi-Modamilano joint venture, which combined Efima and Expo Cts, Modit and Milanovendemoda went their separate ways again. In the pavilions of Milan Fair, there were 335 exhibitors, more than those at Momi 2002 (290 exhibitors). The two commercial areas were called Trend and Luxury; Bridal Preview is the area reserved for new collections, plus the Accessories space. The most innovative sectors are The Closet and Light (already featured in previous shows) and the new display, O-Zone, which features emerging designers and new brands, from Claudia Rosa Lukas to Katty Xiomara, from Anu Leinonen to Psst to Pierre Braganza. In collaboration with the Francesca Kaufman gallery, MVM also hosts the collection of Susan Cianciolo, a 35-year-old New Yorker, whose one-off pieces are considered true works of art. The exhibition includes Seven, an avant-garde showroom-art gallery from New York, which introduced new creators and brands to Milan, such as Asfour, Bernard Wilhelm Boudicca, Marjan Pejoski, Preen, United Bamboo, and Cosmic Wonder. There were more than 11,000 visitors, of which 31.3% were foreigners. The traditional foreign clients (Germany, Great Britain, and France) only represented 11%, having been overtaken by Greece (16%) and Spain (13.2%). The Eastern presence was notable, with Russia and Japan and, of course, the United States.