Apritimoda!

Apritimoda! was an initiative that, for the first time, saw fourteen of Milan’s most exclusive fashion companies open their doors on 21 and 22 October, each one organising a tailored visit to describe itself, the way it sees fashion and its own personal style. Prada took part in the project, and welcomed over 200 people to its headquarters at 21 Via Bergamo, mostly Italian and foreign fashion students. Each of the four limited-numbers tours organised throughout the day on 21 October were fully booked. Having been shown the Via Bergamo premises, visitors were able to visit the fashion show room, decorated for the Spring/Summer 2018 women’s collection, where a selection of men’s and women’s looks from the season were displayed. Organised by journalist Cinzia Sasso and Maria Canella, a lecturer at the University of Milan, the event offered students and members of the public the chance to discover the ‘hidden spaces’ of the world of fashion, normally only accessible to employees.