Under the artistic direction of Davide Rampello and with the scenic design by Margherita Palli, Milano launches ‘Milano XL – A Celebration of Italian Creativity’, a project that will turn Milan into a stage for the stories of the world-class production chains that make Italian products unique: seven massive, powerfully evocative installations, which will liven up the streets and squares of Milan from 16 to 26 September 2017, during the fashion week.

Thanks to an agreement between Italy’s Ministry of Economic Development and the Municipality of Milan, Confindustria and Altagamma Foundation, together with ICE-Italian Trade Agency and along with industry-leading organisations – Anfao with Mido (eyewear), Cosmetica Italia with Cosmoprof (cosmetics), Federorafi (jewellery), Milano Unica (textiles) with its long-standing partner SMI, Unic with Lineapelle (tanning) and Fiera Milano with Sì Sposaitalia Collezioni (bridal fashion) – will raise the public’s awareness about the creativity and know-how of Italian manufacturing, which creates high-end and internationally recognised products.

With Milano XL – said the Mayor of Milan, Giuseppe Sala, during the presentation of the initiative at Palazzo Marino – our city celebrates the creativity and the know-how of Italian businesses in one of the most beloved and expected weeks, as Fashion Week. The seven installations, that the streets and squares of Milan will have the honor to host for the occasion, want to be an important recognition for the value of ‘Made In Italy’ and the innovative capacity of our country. An initiative that is part of the broadest collaboration between the Municipality and the Ministry of Economic Development in order to promote and develop Made in Italy in the world, thanks to the Memorandum of Understanding signed with the Government in order to support this strategic sector at national level.

Italy’s Deputy Minister of the Economic Development, Ivan Scalfarotto, underlined:

Milano XL will be not only a celebration of Italian elegance and an amazing opportunity for our businesses, but also a highly strategic project. Culture and creativity are values that characterize our identity and represent the foundations of Italy’s growth, the true ‘driver’ of our economy; the industries that will be featured in September’s event in Milan – through trade fairs, shows, installations, and other initiatives – generate over 104 billion euros in turnover, of which 64 billion euros abroad, and employ more than 600,000 people at 70,000 companies throughout the production chain. In a sense, this is also a historical and world-first project. For the first time, we are seamlessly bringing together all parts of the beauty and excellence of Italy’s know-how: from fashion to jewellery, cosmetics, accessories, eyewear, and textiles – celebrating the culture, expertise, creativity and technical skills that only we Italians have and that strongly contribute to our country’s international image.