Adriano Franchi interviewed by Cristina Morozzi

From 18th to 20th February, the fashion shows of the new season of Alta Roma will have the Cinecittà studios' scenography in a digital version.

Alta Roma's reinforces its vocation to promote a fashion week to support young designers, outsiders, and independent realities through a joint strategy with Florence and Milan events in the same continuous Italian fashion calendar.

We talked about it with Adriano Franchi, general manager of Alta Roma.

Cristina Morozzi:

"Can you tell me about Alta Roma's evolution, from an haute couture catwalk to the promotion of new talents"?

Adriano Franchi:

"Alta Roma's members are public territorial bodies, such as the Chamber of Commerce, the Lazio Region, Rome metropolitan city.

At the end of the 90s, it was born on the Municipality and the Fashion Agency's initiative, chaired by Sophia Loren, to enhance the image of Roman costume designers and ateliers progressive decline. In July 2005, on Franca Sozzani's proposal, "Who's on next" was launched, an exhibition dedicated to new talents.

Silvia Fendi has been the president of Alta Roma since 2010. In 2015, when the government, thanks to Matteo Renzi and Carlo Calenda, put the fashion system back on its feet, Alta Roma specified its vocation for promoting true craftsmanship and new talents.

The Showcase event supports visibility and communication, a sort of mini-fair with 70-80 participants. It promotes designers who have been active for a maximum of ten years, including fashion accessories brands, focusing on sustainability.

In summary, the new vision of Alta Roma, together with its partners, consists in supporting the growth path of young people; helping them to access large-scale distribution and to establish themselves in international markets; in the enhancement of talent with fashion shows and commercial opportunities; in recognition of quality with a focus on creativity, manufacturing, tailoring and the know-how of local schools and academies.

The entire planning of Alta Roma flows into the two Fashion Weeks organized in January and July".

Cristina Morozzi:

"What about the next program?"

Adriano Franchi:

"We are proud to be present at the two Fashion Weeks on the calendar, guaranteeing a complete edition, albeit in digital form. In recent years, we have worked hard to ensure that Rome Fashion Week was part of the system, helped by the ICE Agency, the Ministry of Foreign Affairs and International Cooperation, and our partners. The aim is to enhance all those young independent realities beginning their journey through the fashion system.

The program is dense with 12 fashion catwalks that will also see some 2020 "Who's on next" finalists; three talks, one per day, with the Sole 24 ore Business School support; last but not least, the "Showcase" 7th edition.

The showcase features 78 brands, some already in the Alta Roma nursery, in the jewellery, eyewear and fashion accessories sectors".

Cristina Morozzi:

"Where will the 12 fashion catwalks take place"?

Adriano Franchi:

"The Cinecittà Studios' scenographies, undisputed symbol of international cinema history, which have made generations dream, will be the background of this Fashion Week.

Renewing the partnership with the Istituto Luce-Cinecittà, Alta Roma presents its most scenic and monumental edition, to watch through its digital platform. The fashion shows will be live, open to the public and operators in the sector, by accessing a private section. You will need to register to interface directly with the designers and request information and materials".