Il piacere della scoperta
Since 2017, ApritiModa – for just one weekend a year – allows the public to discover the fashion world’s most hidden places. Right where the creativity, the design, the unique Italian savoir-faire and the highest expression of Made in Italy are hidden.
Is a journey through the beauty and artisanal genius of Made in Italy. It’s a unique opportunity to visit the places where all our sought-after, world-renowned creations are born. A unique and unforgettable experience for tourists and citizens alike.
Behind the gates of historical buildings, magical courtyards and renovated centuries-old factories, the Italian genius, culture and artisanal savoir-faire become artefacts which we often experience just as a materialistic, final outcome. ApritiModa unveils its behind-the-scenes, the places where this prized artisanal process originates.
Opening the doors to these exceptional places means not only allowing visitors to experience first-hand their extraordinary beauty and uniqueness, but also putting in touch those who create fashion with those who live the cities. It means revealing the extraordinary wealth of skills, quality and knowledge. It means putting together, piece by piece, the mosaic of the most beautiful country in the world.
On Saturday 21st and 22nd October 2023, ApritiModa will open one hundred doors, from the north to the south of the country; ateliers, workshops, manufacturers, factories... And from this year, looking ahead at 2026, ApritiModa will begin opening the doors the places that blend beauty and technology by creating cutting-edge materials and apparel for the sports industry.
A journey through Italy to discover, experience and fall in love with the great names that represent us in the world and with the artisanal realities that, just here, exist and resist.
ApritiModa’s first edition was in Milan, in October 2017. Then, in 2018, it was in Florence, the city of the first haute couture show. In 2019 it was held again in Milan, where twenty thousand people lined up to live this unforgettable experience. And since 2020, a journey all over Italy and its hidden gems.
ApritiModa will tell one hundred stories, one by one. Stories of places, of people, of businesses. The project was born from an idea of Cinzia Sasso and was realised together with Eleonora Grigoletto, Lidia Pezzoni, Emma Pradella, Mariavittoria Zaglio, Vittoria Pierucci.
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