Beginning today, Milano Convivio takes over Fiera Milano City with a discounted designer shopping experience benefiting AIDS and the victims of the recent earthquakes.
For the next five days from 10.00 am to 10.00 pm, around 60.000 visitors will take advantage of discounts of up to 50 per cent on clothing and accessories from top Italian brands. This year, nearly 120 brands are taking part in the event, including Versace, Prada, Missoni, Gucci, Fendi, and Channel.
Milano Convivio, which occurs every two years, is the brainchild of Gianni Versace, Gianfranco Ferre', Giorgio Armani, and Valentino, who in 1992 envisioned a shopping event that would bring together the biggest names in fashion to achieve maximum fundraising for charity.
This year, the proceeds from the event will primarily benefit Anlaids, the Italian national association against AIDS, which has been active for more than 20 years in the fields of AIDS research and prevention efforts.
The proceeds from the vintage section of the event will support the population displaced by the earthquakes in Emilia.