The 17th edition of Milano Unica, the Italian Textiles Trade Show to be held between 10th – 12th September 2013, will focus on various prestigious events organized in partnership with The Woolmark Company, which celebrates its 50th anniversary.

For the occasion, on the evening of the opening day, 10th September 2013, it will host a special edition of the On Stage fashion show which presents seven upcoming international designers in an exceptional location—Milan's Galleria Vittorio Emanuele. The seven talents Andrea Pompilio and Isa Arfen (Italy), J. JS LEE (Korea), Ostwald Helgason (Germany/Iceland), From Britten (Australia), Tillman Lauterbach (Germany) and Yang Lin (China) will present their collections, which have been developed with most innovative wool fabrics. The fashion show will be open to the public.

On Stage will also coincide with the inauguration of the Campaign for Wool, the project that, organised by The Woolmark Company and with the patronage of Prince Charles of England, has the objective to raise consumer awareness about choosing wool as a natural and eco-sustainable fibre, with the motto “Live Naturally, Choose Wool”.

This is also the debut year of the Woolmark Company’s Wool Week, which encourages the whole city to discover the green value of wool. The week will open with an unusual event showing how wool is developed from the flock to the final garment. A mantle of grass will be placed in front of the Duomo Cathedral, and more than 50 sheep and operators will demonstrate the different steps included in the production of wool, providing a truly special experience for the general public.

Another special event will be staged at La Rinascente in Piazza Duomo. From 10th – 16th September, wool will be the featured item both in the windows of the department store which will be designed by some of Italy’s best fashion and design schools (Domus, Naba, Ied, Marangoni, Iuav and Polimoda) under the guidance of Angelo Figus, and in a series of in-store animations and events.

The upcoming September Milano Unica will present F/W 2014-2015 previews and will host 428 exhibitors, a slight increase on the 417 who participated in the February 2013 edition.