It was a sleepless night in Milan, Sep. 9, when almost 600 boutiques remained opened all night and 80 thousands people invaded the streets of the city. The Milan Vogue Fashion's Night Out was part of a worldwide event that involved 100 cities and 16 countries held between Sep. 8 and 10. For Milan, the aim of the intiative was to raise funds for buying trees for the city. The “Adopt a tree” project launched by Milan’s city management was supported by most designers and fashion brands that offered special edition products and gadgets with the aim to let the city become more green.

Designers and entrepreneurs welcomed visitors at their stores to have fun together. Giorgio Armani hosted the concert of the Hurts with a young British band playing in front of his store in Via Manzoni 31. While Valentino’s Chiuri and Piccioli launched their newest iPad application, DSquared’s Dean and Dan launched their new eyewear collection. Renzo Rosso and Lapo Elkann signed a t-shirt for their special edition 99% cotton-1% carbon new jeans while Roberto Cavalli launched his special 40th anniversary book. Inside the Guess Store, guests enjoyed bio food and music by a funky/blues/jazz DJ as well as a live dance performance and saw the launch of the newest Guess Seductive fragrance. Last but not least, Alexandra Richards, model and son of guitarist Keith, was DJing the night away at the Replay store.