I recently worked as Special Features Manager for two lifestyle exhibitions, and as part of my brief, I had to deliver catwalk design shows for both a Spanish and Italian show.
The Italian show, Viva Italia, was a huge success, easy to source designer outfits - we had some fabulous clothes and everyone fell over themselves to show on the catwalk. There was a huge enthusiasm amongst retailers, designers and models. Everything was enthusiastically received by the viewing public and for the next show, I have people lining up to take part. Everyone in the fashion industry are proud to be Italian - I can't wait until the next show.
The Spanish show, Viva Espana, was still a great success, but it was so difficult to source designs that were Spanish. I contacted the PR teams who mostly came back with a resounding 'No'. Why? They want to be seen as International Designers. Refusals from Adolfo Dominguez, Mango and Zara were a huge surprise to me, as their clothes are very popular and would have been wonderful. Thank goodness for the wonderful PR team for Armand Basi - they were warm, friendly and incredibly helpful. Why are the Spanish not proud of their designs? Any ideas?
By: Pam Bates
Pam Bates
Special Features Manager, Viva Espana/Viva Italia 2006
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