At AltaRoma for fall-winter 2009/10 fashion shows take place in unconventional places. Not the usual catwalk, where you can admire the models wearing the best creations of the most important designers internationally, but hotels and historic monuments in the city of Rome.
The news, which then isn’t that much, it’s to bring fashion in the hotels, under the monuments and most important symbols in front of the city that hosts the parades. So then Lorenzo Riva has walked with his collection fall-winter 2009/10 in a hotel, while other designers have chosen historical monuments, of which Rome is rich.
The Couture should be more than the “normal” shows that we are used to seeing in all seasons, for the presentation of fashion collections for men and women: for this particular location should be used more prestigious, exclusive and chic.
Nicoletta Fiorucci, President of AltaRoma AltaModa, she thinks this is the way: “the parade held in hotels is, arguably, the winning formula“. And then he adds: “we will try to negotiate the terms with hotels for contenenre costs.
Need a well thought out strategy. But I think even the patrician buildings may represent a viable option as well as some historical places of the capital.Extraordinary parades of Mahfouz at the Arch of Constantine or Grimaldi Giardina the Trajan’s market. And the parade of shore was like entering a fashion Museum with the stylist who made by itypeusa discovering the details of his creativity and the models almost a lesson in femininity and poise“.