The setting is the first China International Import Exhibition (or ‘Expo’) that took place this November in Shanghai. During the Expo, Italy announced the programme of activities for “Milan Fashion & Design Week Out”, concerning both the fashion and lifestyle sectors.

China has much to learn from Italy, therefore the programme focuses on all aspects of the Italian lifestyle, ranging from new talents to education, to business partnerships between high streets and tourist areas. The initiative is supported by the Jing An District Government as the Chinese counterpart in the exchange, engaged in the “Back Street Project Development Plan” which aims to render the Shanghai district internationally competitive.

Amongst the many activities that were happening, between November the 5th and 10th the CIIE Fair took place, with an Italy-dedicated area of 700 square metres. Visit CIIE official website to stay update.


On November the 6th a Micam Milano teaser took place in Shanghai, at the Bulgari Hotel. The event was told by the Chinese Key Opinion Leader Sarah Lu in her vlog.

The event culminated, on the evening of November the 6th, with the Montenapoleone Gala Night at the Bulgari Hotel. Italian and Chinese authorities were present alongside various exhibition representatives, including the CEO of Micam Tommaso Cancellara, as well as entrepreneurs from major firms such as Gucci and Zegna. Partners of the initiative were the Italian Consulate in Shanghai, the Italian Trade Agency and the most important Italian fashion associations and fairs such as Montenapoleone District, Micam Milan, The One, Lineapelle, Milano Unica, Mido, and Mipel.

Lellio Gavazza (VP Bulgari), Tommaso Cancellara (CEO Micam), Maurizio Lupi (CEO RDMGroup & FlorenceVillage), Zhou Haiying (Deputy District Mayor People’s Gov. Shanghai Jing’an District), Ettore Sequi (Ambassador of Italy to Beijing), Michele Geraci (Under Secretary of State for Italian MISE), Carlo Capasa (Chairman of CNMI, Milan FW Association), Guglielmo Miani (MonteNapoleone District President), Stefano Mologni (Italy-China Fashion&Creative Council President & Brand Ambassador MonteNapoleone District), Paolo Panerai (VP Comitato Grandi Cru di Italia).


MonteNapoleone – Nanjing Xi Road Alliance Jing` An District, Shanghai.
From left to right: 2018 Social & Heritage Award – SALVATORE FERRAGAMO; 2018 Sustainability & Environmental Award – GUCCI;
2018 Cultural Preservation Award – PRADA; 2018 Community and Family Award – FLORENCE VILLAGE; 2018 Multicultural Award – RIQING GROUP; 2018 Education and Talent Award – ISTITUTO MARANGONI.

At the same time, on November the 7th, the 2018 Forbes China-Jing An Nanjing Road Forum took place, in which interventions were made by speakers Carlo Capasa, president of the Italian National Chamber of Fashion, Guglielmo Miani, president of the Via Montenapoleone Association, Roberto Riccio, CEO of the Istituto Marangoni, and Tommaso Cancellara who spoke at the panel of “The development of business district under new and open structure”.