Altaroma: scouting and haute couture from 6 to 9 July 2017 in Rome
From July 6 to July 9, 2017, the new edition of Altaroma will continue its journey into the world of young talents and excellence of Made in Italy through communion and contamination in which – fashion, art, food & mixology meet and thrive. All this was possible thanks to the support of the Members and to the support of the Ministry of Economic Development and the Agency for the Promotion Abroad and the Internationalization of Italian Companies.
The event is structured in three sections Fashion Hub dedicated to scouting, training and promotion of emerging creativity; Atelier, a container of parades and presentations of maison of couture, neo-couture, small ateliers, tapestries and crafts; In Town, destined for fashionable initiatives and activities that during the event take the opportunity to promote and build useful business contacts in the city. To celebrate the bond between Rome and the fashion on the walls of the Guido Reni District – the headquarters of the event, will be screened films and old images related to the great Roman fashion décor. The protagonists are Maison Balestra, Fernanda Gattinoni, Andre Laug, Emilio Schuberth, Capucci, Sorelle Fontana.
At 22.00 on July 6th, the Opening of Altaroma opens the doors of the Caserma Expo with three peculiar exhibition paths that propose an unprecedented excursus on the transformation of the way of telling the dress. „Vanitas – The dress between Sacred and Profane„, a presentation of a part of the vast private collection of a family of Roman art and antiquarian painters with portraits of a sacred and profane subject, along with a selection of ecclesiastical dresses in dialogue with High fashion pieces of priestly inspiration; „Drops of Italian Glamor„, a testimony to the essence of the Italian style through the dresses that defined the fashion of women and costume, from the postwar period to the 21st century, highlighting all those elements that have created a myth of gold around Italy and Made in Italy; „A.I. – Transmission Techniques Testimony „, a story about a form of archiving that passes through the screen, from television in the 1960s to Instagram.
On the opening day, previewed in Rome, after Venice, Los Angeles and New York, the film „Franca: Chaos and Creation” filmed a film by Francesco Carrozzini. Great anticipation for the thirteenth edition of „Who Is On Next?„, A fashion scouting project conceived and realized by Altaroma in collaboration with Vogue Italia, dedicated to young talents of fashion. Twelve selected projects that join the group of finalists of this edition: for the clothing category will be presented Spring Summer 2018, Act No. 1, Cora, Davide Grillo, Marco Rambaldi, Minimal To, Taller Marble; For the Amanti accessories, Andrea Mondin, Damiano Marini, Marco Proietti, NicoGiani and Roberto Di Stefano.
After the success of previous editions, Altaroma and Coin Excelsior’s premium contemporary department store reinforce their partnership while focusing on young designers, this time focusing on the emotional story of the generational passage in a grand maison. To seal the passage of witnesses in the creative direction of the line I’M Isola Marras, two unsuccessful appointments: a talk in store between Antonio Marras and his son Efisio Rocco Marras along with Ivan Cotroneo and Geppi Cucciari, and the first official show of the Spring collection Summer 2018, directed by Efisio, at the Guido Reni District spaces.
Numerous designers from the previous editions of „Who Is On Next?” On Capitoline Walkers: Erkan Coruh, Greta Boldini, Moi Multiple, Morphosis, Soocha.
Altaroma consolidates its commitment to promoting the formation, giving the Accademia Costume & Moda, the Altieri Academy, the Academy of Fine Arts in Frosinone, the Academy of Fine Arts in Naples, the Italian Academy, the Academy of Koefia , At the Fashion Academy Maeda, at the European Design Institute IED and the Fashion School Ida Ferri, the opportunity to present their work and collections of young students. As a testimony to the interest in haute couture and the contemporary magazine tradition of new talents, Sylvio Giardina’s Haute Couture # 01 collection will for the first time be in Rome. On the Capitoline walkers will also feature their own collections: Renato Balestra, Gianni Molaro, Sabrina Persechino, Rani Zakhen.
Among the city events to be reported the second edition of the Ci.Effe Prize, on Saturday, July 8th, with an exclusive cocktail party, accompanied by a show and celebration presentation by TV show Hoara Borselli. During the evening, five symbolic checks, worth € 5,000 each, will be delivered to: Moovenda, the most famous Italian food delivery, Mesauda Milano, leading beauty and make-up company, Nuna Lie, a young brand of Women’s clothing, CHA • VAL Milano, a brand known for having created „silk tales” with its precious foulards, the MOA Master of Arts, which has revolutionized the concept of sneakers by linking it with contemporary art.
Altaroma welcomes in the „Chlorophilia” calendar an initiative in which fashion, photography and territory dialogue. A performance that sees the seasonless capsule collection by Marco Grisolia dialogues with Marco D’Amico’s photographic series, in the frame of the Monitor Gallery in Rome, and botanical elements by Antonio Panella.
Info&photo: A. Raffaelli