You can’t miss the presence of Italian brands at Chicago Collective. More than 62 brands have traveled to the Midwest to expand their presence in American stores, concentrating in the section next to the popular lounge.
But while the Italian flags decorating the booths, complimentary espresso in the morning, and Italian cocktails and snacks in the afternoon may look familiar, there’s one big change this year. Alessio Nanni will be at the center of the show as the new head of fashion and beauty at the Italian Trade Agency, the government agency that helps Italian companies expand abroad. He replaced Paola Guida, whose term had expired.
Chicago Collective’s Italian Section.
zoe lane
Although his face may be new to attendees, Nanni, a native of Rome, has gained extensive experience in the American fashion and beauty market throughout his career.
“I arrived in New York in September,” he said. “Before I came there, I was in the beauty industry and had some international relations experience. It’s the position I dreamed of.”
Although relocating to ITA’s home base of New York City presents some challenges, Nanni is already settled and ready to make his mark. “When you visit New York as a tourist, New York is like a dream,” he said. “But living here and getting used to this city can be quite difficult and scary at first. But it’s getting better now. I love my colleagues and I love my team. I love this job and am ready to start a new season of fashion events.”
He said his goal is to continue supporting existing events such as Chicago Collective, Cabana and Doujin Fair, where he continues to promote the Italian brand’s specific expertise. But beyond that, he also aims to “emphasize Italy’s new voice” to the U.S. market. “We have tradition, we have history, that’s true. But we want to introduce other ideas and designers who have something to say.”
The Chicago show will feature 10 new brands this season. “Some brands exhibit every year, but new brands are added, so there’s something to discover every season,” he said.
And being part of this group has proven to be a success for Italian participants over the years, Nanni said. “When they go to Chicago, they know they are attending a carefully selected, intimate event that can guarantee a wide range of buyers.”
He said the way the process works is that brands must apply to participate in each event. Once the link is published on his website for ITA, reception is first-come, first-served, so company executives end up sitting at their computers in the middle of the night for the chance to register. And with only 62 brands allowed to exhibit at a show like Chicago, competition is fierce.
That said, ITA is looking to bring a variety of categories to the show, from shoes and leather goods to knitwear and tailored clothing. He said the most requested categories are shirts and tailoring, with interest in loungewear and knitwear also increasing. “Consumer habits are changing and we want retailers to know what we have to offer,” he said. “Fast fashion is on the decline, so we want to educate companies on a new consumer vision that is in line with Italy.
“Italian brands take great pride in their craft,” he continued. “While other consumer brands around the world are always focused on making their products faster and cheaper, Italian brands respect tradition and craftsmanship and are committed to quality, design and innovation. This is a different type of company culture that we are proud to celebrate.”
Around 62 brands will display their collections at the exhibition.
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He added that historically the most successful brands are those that have a story to tell, whether it’s heritage or the quality and materials used in production. ITA works with brands to educate them on how to best promote their brands in this new market. “We want to find the right way to introduce them and give them a voice in the United States,” he said.
It’s natural for Italian brands to want to gain a foothold in the U.S. market. Italy is the fourth largest importer of fashion, and although there was a slight contraction in the first nine months with Italian imports decreasing by 2.4% due to the overall weakening of the US economy, the country still It remained the largest supplier of leather and fur to the United States. It came in second place for eyeglasses and leather goods, and third place for shoes.
To further expand its reach in the US, the organization is also introducing a new section on its website called ExtraITAStyle. It is a digital platform with tools designed to help US retailers discover over 70 other Italian brands online.
Nanni is spearheading ITA’s fashion and beauty department, but he’s not the only newcomer coming to Chicago. The show will also mark the arrival of Erica Di Giovancarlo as the country’s new trade commissioner. She will replace Antonino Laspina and become the first woman to hold the position.