Lancia is Main Sponsor of AltaRomAltaModa, an event that turns Rome into a “catwalk” occupied by many fashion parades, shows and work sessions in ready-to-wear, accessories and jewellery.

Lancia is Main Sponsor of the twelfth edition of AltaRomAltaModa which runs until Thursday (31 January), and an event that is turning the Italian capital into a stunning “catwalk” occupied by a succession of fashion parades, shows and work sessions in ready-to-wear, accessories and jewellery. The organisation has been provided with a fleet of thirteen cars – Musa and Thesis models, worthy representatives of the excellence of Italian styling and elegance. Lancia branded wines will be served on all cocktails of the event.

The Rome celebration proposes a sumptuously original calendar that combines the “conventional” fashion parades of haute couture, and a series of “performances”, experimental representations that set clothing at the centre of an event that is art-cum-spectacle.

Alongside the great names of international fashion, an important place will be taken by young stylists representing the commitment of Alta Roma to promote and grow young fashion talents. AltaRomAltaModa also promotes contemporary art and protects all those technical competencies and working procedures that have made Italian Style famous throughout the world, just as attention to detail and craftsmanship have always been a hallmark of Lancia. So, a must-see event of international appeal which Lancia had to be part of, confirmation of its special focus on the world of fashion.

AltaRomAltaModa

The twelfth edition of the AltaRomAltaModa event is being held from 27 to 31 January 2008 at the Auditorium – Parco della Musica. In addition to the two rooms used in the past, this year another one, boasting a 370 place seating capacity has been added featuring the additional highlight of a catwalk measuring 27 metres. Together with the historic fashion houses who have always presented their collections in Rome, including consolidated designers such as Sarli, Curiel, Gattinoni, Riva, Balestra and Marella Ferrera who only showcases her collection in January, this edition will see the return of Grimaldi e Giardina, who, during the Alta Roma fashion week, will be celebrating their tenth anniversary in Haute Couture with the presentation of a collection and a book detailing their success-story. A sort of travel journal recounting the various stages of their career.

Back again this year are a number of second generation designers including Gianni Calignano, Camillo Bona, Alessandro Consiglio, Patrizia Pieroni for Arsenale and Susanna Liso for Le Tartarughe., Alberto Annibali who debuted on the Roman catwalk in July will also be showcasing his collection at the January event.

And then a preview combining fashion and cinema in a “docu-film” entitled ‘Schu Le Grand Créateur’. Twenty minutes of the history of high fashion featuring Emilio Schuberth one of the greatest designers of the twentieth century and a true founder of ‘Made-in-Italy’ fashion directed by Antonello Sarno, a highly reputed journalist and award-winning documentary maker. A documentary which, as far as Alta Roma is concerned, represents the preservation of the historic memoirs of haute couture, the aim being to continue to safeguard our cultural heritage while keeping an eye on the future. But also a live performance. a ‘living’, multi-disciplinary exhibition that associates various art forms with demi-couture. A preview of 8 A/W garments by Alessandro de Benedetti. Lux Aeterna: Alessandro De Benedetti Vs Corpicrudi. A “not-to-be-missed” event.

A separate section will be dedicated to the continuation of the scouting project. Another chance for young up-and-coming talents, who made their mark at the “Who is on Next?” competition, to gain exposure. This year’s calendar events include a special guest appearance by Albino, the 2005 winner of the first edition of the competition. Now a consolidated designer, Albino’s creations are in demand worldwide. In his collections fabrics and lines prevail over the superfluous. Simplifying rather than adding is the hallmark feature of his creativity. But also some of the finalists of the July 2007 event: Carta e Costura, a brand label designed by the Milanese fashion designer Alessandra Carta, whose couture work is inspired by famous couturiers of the past but also by the extravagance, irony and seduction of the contemporary woman, Paolo Errico, Genoese by birth and a citizen of the world by choice, whose main reference point is the world of architecture. An almost timeless dimension for multi-purpose garments where a button or a coulisse are enough to change the purpose for which the garment was originally designed. Having made a big hit during the Rome and Milan trunk shows, held respectively in July and in September, both of them will be bringing a preview of their collections to Rome as a tribute to a city that, to some extent, represents both a cradle and a launch pad for emerging designers. Last but not least Carlo Contrada a successful designer who has presented his previews for some years now. And then again, an exhibition by Gianni de Benedittis for futuroRemoto, winner of the ‘Who’s on Next?’ jewellery category who creates ready-towear, jewellery designed above all for the soul.

Talents in increasing demand at national and international fashion events who have garnered success with the press, buyers and the market will be back in Rome which they consider an ideal location for exposure of their image. Alta Roma confirms its commitment to that new generation of designers who not only consider quality and craftsmanship key factors but who also best represent the values of ‘Made in Italy fashion’, in the conviction that luxury cannot exist without craftsmanship.

However, as shown by the considerable number of foreign participants, the success of the event is by now international. As many as 10 designers from all over the world hailing from such far-off places as the Middle East and Russia. From the Lebanon, well-known names such as Abed Mahfouz and Tony Ward and, for the first time in Rome, Edward Arsouni. Roman by adoption but originally from Palesatine, Jamal Taslaq with his couture collection and, from Russia, the youngest designer of the moment: Kira Plastinina. Three big comebacks at this January event include Addy van der Krommenacker from Holland, the Lebanese designer Ella Zahlan and Yulia Yanina from Moscow who will once again be crowning their success with the public and the media on the Roman catwalk. From the Czech Republic for Mittelmoda, Pavel Ivančic. A strong believer that personality is a learning curve, he enjoys expressing himself by combing different types of fabrics and materials to create unique volumes with painstaking attention to detail. He uses colours as if they were a psychological female diary. His wholly personal language makes him an up-and-coming designer to watch out for. As is customary, the students of the Accademia di Costume e Moda will present their final work. A prestigious, internationally reputed school whose graduates often further their career paths at some of the best style offices in the world.

Always true to its ethical and social vocation, Alta Roma launches the Ethical Fashion Programme. The result of a partnership between Alta Roma, Ambiente e Territorio (Azienda Speciale della Camera di Commercio di Roma) and International Trade Center (a working agency of UNCTAD – United Nations Conference on Trade and Development and WTO World Trade Organization) which have pooled their resources for a worthy cause. Ethical and social work and entrepreneurship as synonyms of tangible aid for developing countries Stories about the production of certain materials resulting from situations that though difficult are also often courageous.

Stories that tell us how they came about, thus conveying the underlying strength of these experiences representing plus values that need to be noted. Stories of life that need to be told in order to explain exactly what is meant by the title Ethical Fashion.