Vogue Italia’s editor-in-chief Franca Sozzani and Milan's councilor for culture Stefano Boeri have just announced that the fourth edition of Italy’s Fashion's Night Out will take place in September in the country’s three fashion capitals: Milan, Rome and, for the first time, Florence. The three nights will kick off in Milan on September 6, followed by Rome on the 13th and Florence on the 18th.
Fashion and design stores have planned special events and will stay open late to encourage shoppers to buy despite the difficult economic climate. All participating boutiques will offer special, limited edition objects and gadgets at retail prices of €30-€60 with proceeds going to support the quake-stricken Emilia region. “Fashion conveys a strong and important image despite current difficulties,” commented Sozzani. “Italian brands are admired and coveted all over the world and we must help each other, believe in ourselves and work on the image and the dream (and the prices) to capture the client's attention. In hard times like these, women still dream through fashion, and such dream must be kindled."
The 2011 edition of Milan's VFNO involved approximately 600 boutiques and Rome’s debut edition about 450. The 2012 initiative will take place in 19 countries worldwide on September 6 (UK, France, USA, Germany, Spain, Russia, Mexico, Australia and Korea), September 7 (China, India, Germany and Russia), September 8 (Taiwan and Japan), September 10-12 (Brazil), September 13 (Portugal, Turkey, The Netherlands and Mexico), and September 20-25 (Greece).