Edition 2024

ITALY DISCOVERS THE ATELIER

19 - 20 OCTOBER

And we did it again this year! On October 19th and 20th, thanks to companies, artisans, and small and large fashion creators, we allowed thousands of people to discover our Great Beauty. This tour crisscrossed the entire country, opening the doors of over one hundred businesses that represent our greatest wealth but are largely unknown.

At ApritiModa, we're a group of women (well, "girls" might be an exaggeration...) who are in love with Italy—its culture, its beauty, its skill. For eight years now, we've been having fun making new discoveries and then sharing them with you. Thank you for increasingly sharing this passion with us.

The new government has renamed an important ministry, the Ministry of Economic Development, to the Ministry of Made in Italy, and it has marked a date on the calendar: April 15th, Made in Italy Day. For that date, we launched "Scoperte" (Discoveries), a pocket-sized edition of ApritiModa, featuring ten companies open for free public visits. We did this because we believe slogans need to be filled with substance, and we think the true Made in Italy days are those where you can closely experience the reality of the work behind the brand that makes us famous worldwide. We believe that to love something, you need to know it.

And the public understood this. Nearly 90 percent of the available spots for visits to the fashion houses were filled, and Anna, a journalist friend, shared an anecdote that fills us with pride: every year, at the end of summer, her readers start inundating her with calls. They ask when ApritiModa is returning, and it's the only event that stirs an audience now accustomed to living primarily online.

Don't worry! Mark your calendars: the fourth weekend of October, real life gets its revenge. We look forward to seeing you in 2025!