Rome-Florence-Milan, 30 January - 2 February 2017 - A delegation of Pakistani Women Fashion Designers from the Lahore Chamber of Commerce and Industry (LCCI) participated in a professional tour in Italy to understand Italian fashion trends and the European market. The professional tour was organized by UNIDO ITPO Italy in collaboration with CAN/Federmoda and gave them a chance to witness the creativity and the management of the fashion industry in Italy.

During their mission the delegation attended the Alta Roma International fashion show where apparel and accessories were showcased. They met CNA/Federmoda, where Mr. Roberto Corbelli gave a detailed presentation on latest fashion trends which are nanotechnology clothing, comfortable clothing, sustainability, and virtual reality. Furthermore the lead of the delegation Ms. Aasia Saail Khan appreciated CNA for their valuable meetings and it was proposed to sign an MOU between LCCI and CNA.

The delegations visit also in Rome the Atelier of the fashion designer, Ms. Francesca Liberatore. She briefed them on how she develops a collection for various fashion shows from the sketches /ideas to the selection of fabric to ensure that the fabric works with the garment and how to present them during a show. Later they met Accademia Costume & Moda, where the CEO, Mr. Furio Francini gave a briefing about the history and academic programme. The institution has one of the strongest national and international alumni networks in the educational industry for fashion and costume design. Furthermore the delegation met Ms. Elisabetta Facco (Refuse) and Ms. Simoneta Gianfelici (Alta Roma), who gave some advices to the delegation regarding their products.

In Florence the delegation visited the IED – Istituto Europe di Design, where Mr. Gabriele Goretti, Fashion Department, gave a presentation about the Tuscany Fashion System and also gave a tour of Design School, Fashion School and Visual Arts School IED whose objective is designing the future in the heart of the Italian Renaissance. The tour was a learning experience for the Delegation as they understood how technology is the key element in developing the products. Later the Delegation visited the luxury concept store Luisa Via Roma, in order to learn on how to display their products. It was learning experience to understand the fashion trends, colors with respect to different seasons and to comprehend the importance of developing a website.

The delegation visited also the “Museo del Tessuto” in Prato and the company Manteco in Montemurlo, one of the leading Italian companies in exclusive and high quality fabrics for the fashion industry. The Delegation received information about the importance of research and development aimed to anticipate trends.

Then in Milan, the Pakistani women designers attended an introduction course at “SAE Communicazione Integrata” about communication and marketing in the fashion sector.

Later, they visited the leading fashion magazine Vogue. They were shown various departments from feature department, publicity and advertising; photography and e-commerce; the department taking care of young talent, beauty and celebrities and they learn how the magazine supports the promotion of the fashion products.

They also met Camera Nazionale della Moda Italiana (The National Chamber for Italian Fashion). The Association represents all the highest cultural values of Italian Fashion. It aims to protect, co-ordinate and strengthen its image, both in Italy and abroad and it is the reference point for all the national and international initiatives aimed at valuing and promoting Italian style, customs and Fashion.

At the end of the professional tour, the delegation visited Milano Unica Trade Fair, the international textile fair organized in Italy, that present the finest quality products from both Italian and European textile manufacturers.