Funding catwalk shows is a well-known stumbling block for up-and-coming designers.
But those cutting their teeth on the Italian fashion scene are being thrown a lifeline by Giorgio Armani, who has today announced that he will allow them to stage their shows his Milan theatre on Via Bergognone.
Kicking things off during the upcoming menswear shows will be Andrea Pompilio, a former winner of the prestigious Whos On Next fashion prize.
'We need concrete actions to support Italian fashion, initiatives that give more strength and a feeling of novely to Milans fashion week,' says Armani, who is today throwing open the doors to a new boutique on Milans Via Condotti. 'It is for this reason that I decided to make my theater on Via Bergognone available for the fashion shows of some of the most promising designers, who can count on my buildings technical services. So I invited Andrea Pompilio to present his menswear line; he will inaugurate this initiative. Each season will feature different guests.'
Its such a feeling of novelty for which London Fashion Week is renowned worldwide in no small part thanks to similar schemes, such as the British Fashion Council and Topshops NewGen award and Vauxhall Fashion Scout, which provide a means for new designers to showcase their collections.