To mark the first anniversary of the #beIT nation branding campaign, the Italian Embassy in Brussels launched a new initiative of economic diplomacy dedicated to the promotion of ‘Made in Italy’ products. It is called “ApritiModa” and is co-organised with the Farnesina, the Permanent Missions to the European Union and NATO, the National Chamber of Italian Fashion, and the Fondazione Cologni per le Arti e i Mestieri. The initiative aims to disclose to the general public the “backstage” of leading Italian fashion brands showing the artisanal crafts of the sector at work.
For the occasion, the Residence of the Italian Ambassador in Brussels converted into a showcase to promote the points of excellence of Italian-made fashion by displaying leading brands such as Armani, Alberta Ferretti, Dolce e Gabbana, Aquaflor, Fratelli Rossetti, Moncler, Borsalino, Sartoria Litrico, Martina Vidal, Francesco Maglia, Marcolin, Cilento e Omega Gloves, all of which are partners in the “ApritiModa” project. The evening programme included the premiere screening in Belgium of a video produced by Giorgio Armani for the #beIT campaign.
The Italian Ambassador in Brussels, Francesco Genuardi, highlighted the importance of fashion, a strategic supply chain for Italian exports which accounts for a total of 80 billion euros and that represents, through the supply chain of the artisan industry across the Italian territory, a point of excellence in the world.
The event was attended by the Permanent Representative to the EU, Ambassador Pietro Benassi, the President the National Chamber of Italian Fashion, Carlo Capasa, the President of the Fondazione Cologni, Alberto Cavalli, and Cinzia Sasso, the designer of the “ApritiModa” project.
