After the announcement in Milano Unica that the Ministry of Foreign Affairs and International Cooperation is working on the creation of a Directorate General only dedicated to growth and exports, in an exclusive interview with MFF, Minister Antonio Tajani told about the plans dedicated to the Italian Fashion Days in the World, resulting from the Memorandum of Understanding signed on 28 January with the main associations and representatives of the fashion system. All this is envisaged to support the sector. The Foreign Ministry said: “It is a living expression of our culture, identity and creativity and is also of crucial importance for our economy. We are talking about 60,000 companies, which employ 565,000 professionals and generate a turnover of over EUR 100 billion. We are the second largest exporter in the world, with almost EUR 70 billion in the first 10 months of 2024 and a market share of 17 per cent”.
How did the Italian Fashion Days in the World come about and what are the aims of this initiative?
Fashion plays a central role in the strategy of growth diplomacy to promote exports. This is the reason why, on 28 January, we convened – for the first time – the Fashion Internationalisation Table with the aim of bringing together the associations and the institutional players of the Italian system, signing a Memorandum of Understanding between the Foreign Ministry and the main trade associations of haute couture, textiles-clothing, jewellery and eyewear, as well as presenting the Italian Fashion Days in the World.
When are they planned and how will they be organised?
The Days will be a framework in which to convey our narrative on Italian-made products, for which I have made available our 370 offices abroad, including diplomatic-consular Missions, Italian Cultural Institutes, and ITA offices, which will work in close liaison with the fashion system players. After discussing with trade associations, we have identified seven strategic and high-potential markets that will be the stage on which to launch the Days in the coming months, namely the United States, India, Canada, Brazil, Saudi Arabia, the United Arab Emirates, and Japan in the Expo year. In planning the event, our network abroad will consider the specific features of the country and the market in which it operates, in view of making the most of synergies with the events dedicated to design and fashion in the local event calendar.
What will be the contribution of fashion companies and of trade associations, respectively?
As Minister also in charge of foreign trade, I am convinced that dialogue with trade associations is essential. This is the reason why, when the Protocol was signed, I brought the signatories together in the first Fashion Internationalisation Table, which was also attended by the Ministry of Enterprises and Made in Italy, ITA, Cdp – Cassa Depositi e Prestiti, Sace, Simest and Guardia di Finanza (Inland Revenue Police) to collect and systemise ideas, projects and knowledge. Trade associations and companies will contribute – with our offices and ITA offices – to organising events to tell how Made in Italy products maintain their competitiveness through tradition and innovation, inclusion and sustainability, doing business while respecting values and workers’ rights. The Guardia di Finanza will also support us with training initiatives abroad to fight Italian counterfeiting and forgery. The defence of intellectual property is crucial to protect the innovation and creativity of our companies and is a top priority for me personally and for the government.
Is this a project that starts with fashion and then, if successful, will be replicated in other sectors of the economy?
Certainly so. Italian exports to non-EU countries set a new record, i.e. EUR 305 billion in 2024, the highest value since 2013. Overall, Italy exports goods and services worth more than EUR 620 billion a year, accounting for about 40% of our GDP. We want to reach 700 billion in exports by the end of the legislature. I know it is an ambitious goal, but it is achievable thanks to the quality of our products, our technology, the spirit of our entrepreneurs and the support of the government. Already today, the Ministry’s foreign network promotes Italy and its production chains, with a focus on both mature and emerging markets, constantly sharing priorities and objectives with companies and other partners of the Italian system.
