“Made in Milano,” the city-wide initiative launched a year ago to promote Milan’s fashion industry, unveiled its latest plans at a press conference at Palazzo Bagatti Valsecchi on November 30.

“The project should attract even more international buyers and visitors,” said Giovanni Bozzetti, President of “Made in Milano,” which has the support of 14 trade shows and organizations. “They should come to Milan and find a whole package of business, culture, tourism and gastronomy.”

“Made” currently encompasses the worlds of fashion, art, design and events. Key plans include better cooperation between fashion events and the development of a strategic fashion calendar. Subsequently, 12 major fashion events, beginning with Milano Moda Donna, will take place in a compact period of ten days between February and March. Following Milano Moda Donna (Feb. 25-Mar. 4) will be Milano Vende Moda (Feb. 27-Mar. 2), Touch, Neozone and Cloudnine (from Mar. 3), White (from Mar. 3), Micam (Mar. 4-7), Mipel (Mar. 4-7), Mifur (Mar. 4-8) and Mido (Mar. 6-9). Only four events will take place outside the calendar: Milano Unica (Feb. 3-6), Proposte (May 6-8), Modaprima (May 23-25) and Sposa Italia (Jun. 19-22).

“Made in Milano” will also go on a road show to communicate its plans overseas. Organizers went to Abu Dhabi last March and will travel to Mexico, Miami and Paris, the latter most likely in January 2009.

Bozzetti as well as Milano Unica’s Pier Luigi Loro Piana have appealed to Italian brands to support Milan as a fashion capital and return to show here instead of Paris.

In 2007, the trade shows that make part of “Made in Milano” covered a total surface area of 314,267 sq. meters and drew 134,650 Italian and 104,729 international visitors.