Just before New York's impending heat dome arrived, Italianate was heating things up in Lower Manhattan. The Italian Trade Agency, also known as ITA, hosted a New York-style party at the Standard Hotel's Boom Boom Room overlooking the Hudson River at sunset for a fashion-focused event that highlighted fashion and accessory brands that exemplify 'Made in Italy' products.
The live model presentation format called 'Always Be Extra' featured over 40 Italian designers across the women's, men's and accessories categories, allowing guests to experience the products up close while enjoying inspired cocktails and snacks Italian. FashionNetwork.com spoke with Italian Trade Commissioner Erica Di Giovacarlo about how the ITA, a nonprofit sector of the Italian government dedicated to supporting the growth of brands in the U.S., about how the agency promotes Italian industry.
Groups of models rotated around 18th-Sun-filled room on the floor overlooking the Hudson River, where guests, like Olivia Palermo and the model, dress in three different looks of clothing and accessories. Nadejda Savcova, to view the collections. At the same time, Di Giovacarlo explained the agency's main function and how it has evolved since the pandemic.
The evening was the first of its kind for the sector. The ITA typically helps brands participate in trade shows like Coterie in New York and Chicago Collective by sponsoring booths and helping with up to 50 percent of related costs. The Always Be Extra event was scheduled outside of typical market periods, such as September and January, for Coterie, so that organizers could access products not currently shown to buyers. Event organizers also hosted photo shoots to gather content to further promote the agency and its Italian designers, many of whom reside in smaller cities and regions and don't have as much access to Milan's fashion machine.
“It's a good way to promote this sector,” Di Giovacarlo enthused, adding: “The photo shoot in Central Park takes place in an emblematic place in the United States; it is the park known throughout the world and a great place to show Italian-made products. Fashion needs a stage, so it was a good way to show the value of the products.”
The brands on display, such as Opificio Modenese, DeSantis by Martin Alvarez, Artico, Gala Gloves, Tenné, Valentina Poltronieri, Of Handmade, Gaiofatto, Ghilardi1940 and Buti, are part of the ITA's ExtraITAStyle initiative, a showroom and shopping platform in line launched in 2019 in a similar vein to JOOR and NuOrder.
“The pandemic opened us up to thinking about new ways to promote our brands and reach out to shoppers; it was a strangely productive era; it stimulated our creativity and how to survive an unprecedented period,” he continued.
“We needed to find a way for our companies to continue producing goods and exporting to promote their products even if they could not travel to exhibitions and trade fairs; in the different sectors of the ITA, we created different initiatives, and for fashion, we created ExtraITAStyle which currently has with more than 70 brands”.
Di Gionvancarlo noted that as a government agency, the ITA is available to any viable business. “Although we do seek quality and sustainability. The latter is essential, it is our duty to promote it,” he explained.
The United States is essential for the agency, with five ITA offices in the US, each targeting different industries such as Chicago for machinery and technology, Houston for aerospace, Miami for design and vessels, and Los Angeles for biotechnology and innovation.
“The New York office is the headquarters of the American ITA network and is responsible for food, wine, fashion, accessories, footwear and cosmetics. We also have an office to attract investments to Italy,” continued the commissioner .
Di Giovacarlo took up the position in January 2024 and previously held the position in Sao Paolo and Brazil. Another new addition to the New York office is dfashion and beauty director, Alessio Nanni.
“The United States is the most important country for Italy outside of Europe and continues to grow. Our goal is to increase the attention of the ITA by organizing activities for each sector that highlight the latest technologies; for example, we are strong in biometrics and pharmaceuticals. ” she said.
Special training programs also fall under the agency's purview.
“We have organized training courses in the US for cooks, for example, or for technicians in the use of Italian machinery, so that they focus on the use of Italian products.”
It's not to say that once brands connect with partners in the United States, the agency's role ends.
“Italian companies are usually small and cannot always meet the demands of a large market. Our duty is to help them find the right counterpart, which is why we work hard to promote investment in Italy. We are also trying to highlight these opportunities,” She continued.
Like other economies, post-Covid inflation has also put pressure on Italian companies.
“Inflation is a problem that companies face; it is worse in Italy than here. It is difficult for small family businesses that do not have the resources or the strength. In this case, our help is essential,” said Di Giovancarlo.
The key to any of the ITA initiatives is exposure; Therefore, high-profile events like the party, a strong social media presence, and marketing initiatives at trade shows and other industry functions are all part of getting the word out. But Di Giovancarlo is also coming up with new ways to promote 'La Dolce Vita' through his brands.
“I hope that we can organize a very large event in 2025 that combines many of the sectors that represent the Italian lifestyle, fashion, accessories, fashion, furniture, accessories, food, wine and boats, for example.”
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