Luxury material championed in fields beyond fashion

Expo Milano 2015

Andrea Boragno. [Photo provided to China Daily]

Alcantara's commitment to a blend of aesthetics and functionality is in evidence this year in Milan. The city is currently hosting the prestigious universal exhibition－Expo Milano 2015－bringing together participants from more than 140 countries. By the time the expo closes its doors at the end of October, organizers expect to have welcomed well over 20 million visitors, including more than a million people from China.

Under the banner "Alcantara, Technology of Dreams", the company sponsored an exhibit in the rooms of the former Prince of Milan's apartment in the Palazzo Reale. Six designers, who are leaders in fashion, lighting, interior and exhibition design, were commissioned to interpret the concepts of beauty, flexibility, touch and transform-ability－all the characteristics of Alcantara's style. One of the curators of the Expo Milano exhibit was Giulio Cappelini, who was recently selected by Time Magazine as one of the top ten global trendsetters in fashion and design.

"Sponsoring an exhibition that takes Alcantara into the Royal Palace, a place of immense historical and cultural significance, to interpret the close ties existing among technology, art, industry and innovation is gratifying for all of our employees," said Boragno. "The reaction from those who participated and visited has been unprecedented. Rossana Orlandi, for example, whose opinion is highly valued in the art world, was genuinely enthusiastic about what we created."

Similarly, to mark Milan Design Week, Alcantara opened a concept store featuring the company's "Metamorphosis collection", including creations by stylist and designer Rebecca Moses. The store also showcases capsule collections by creative artists including Alessandro Dell'Acqua and Paula Cademartori, who were selected by Vogue Italia to create one-of pieces using Alcantara material. The store is open to the public until the end of September.

"Our relations with the world of fashion are already strong and growing," said Boragno. "Armani, for example, was one of the first to use our material but we now work closely with a number of luxury fashion houses. This is the proof that Alcantara fits perfectly as a contemporary lifestyle brand and reinforces our position as ambassadors of 'Made in Italy'. I want to stress that everything we create is Italian made, using a unique combination of high-tech know-how and Italian craftsmanship. It is not simply a question of quality, but also of tradition and sentiment that cannot be reproduced elsewhere. Obviously we ofer a premium product and our close associations with the world's leading creative talents helps us to be recognized as such."