Press Release
AltaRomAltaModa
7-11 July 2012
MarcoBologna (Photo by Marco Tinari, Elio Rosato / Allucinazione)
Rome, Italy - The 21st edition of AltaRomAltaModa will be held from 7 to 11 July (pre–opening on 6 July) at Complesso Monumentale S. Spirito in Sassia. In addition to fashion shows, this year’s edition will also host countless other events, also open to the public, thus giving life to a sort of “fashion district” for the entire duration of the show. In addition to Complesso Monumentale S. Spirito, the event will also be held at a number of other historic venues in Rome, including Trastevere and Eur. This year, the artist invited to represent Rome’s fashion week is the young German fashion photographer Daniel Sannwald @management+Artist: his photos are futuristic and experimental, he works in interiors and alters images on the computer, playing with coloured filters, lights and contrasts to create 3D layered images.
An edition devoted to tradition, innovation and quality, which, once again, confirms Altaroma not only as a reference point for the promotion of new creative talents but also as the ideal headquarters for new made-to-measure business opportunities.
Backstage (Photo by Marco Tinari, Elio Rosato / Allucinazione)
The most eagerly awaited appointment on the July catwalks is the 8th edition of "Who is on Next?", the scouting project organized and created by Altaroma in collaboration with Vogue Italia, considered one of the most authoritative competitions for the scouting of new talents by the fashion community. This year’s event includes 12 finalists whose work will be judged by a prestigious international committee, enriched, for this edition, by several new, important members. The designers will put their creativity to the test and will also match their skills with the innovative materials provided by Alcantara S.p.A. In its role as online retail &media partner, YOOX.COM, the number one virtual, multi-brand fashion and design store in the world, will continue its partnership with Altaroma. This time around, the public at large will also have a chance to enjoy the event live thanks to live streaming transmitted on the www.altaroma.it and www.vogue.it websites.
Well-established historic maisons such as Renato Balestra, Raffella Curiel and Sarli Couture will once again be featured on the Altaroma events calendar. Jamal Taslaq will also be back to present his work together with Giada Curti, Nino Lettieri, Gianni Molaro, Abed Mahfouz and Tony Ward. This edition will also feature three new entries. For the first time on Rome’s catwalks, Delfrance Ribeiro, Brazilian by birth but Italian by adoption, will bring a new female image to the runway; Atelier Persechino will present a collection inspired by Italian architecture and Antonella Rossi, a member of the second generation of the Antonella Rossi atelier, will present a wholly “Made-in-Italy” brand. All in all, 14 representatives of Italian and international high fashion. On Sunday evening, Liborio Capizzi, a designer boasting 18 years of experience at the Ferrè style office, will present his collection with a performance designed especially for Rome, featuring an array of “not-to-be-missed” surprises and a star-studded guest list.
Minky Jaemin Ha (Photo by Ciro Meggiolaro, Marco Tinari / Allucinazione)
Special projects representing the “new direction” taken by Altaroma will include the fifth edition of LIMITED/UNLIMITED, the project/showcase developed by Silvia Venturini Fendi. An event proposed as an international platform on which designers have a chance to freely express their creativity. “SCULPTURAL”, the theme of this edition boasts a “mood” that blends to perfection with the monumental and architectural beauties of the city and the tradition of High Fashion of which it is an inherent part. Twenty four designers will participate in the July 2012 edition, including several of the most noteworthy, national and international names of a new wave of creative talents who ‘envisage’ their fashion as if it were a living object designed to be adapted to the human body, at times driven by a desire to embellish it or simply transform it into an exclusive limited edition product. This edition will be further enriched by a precious partnership with two important international brands, Fendi and Valentino, who will also showcase two outfits in line with the theme.
Source: Altaroma
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