Salento protagonist of Milan Fashion Week thanks to Fashion for Good – Beauty is also in Giving
As part of the prestigious project that unites fashion, inclusion and sustainability, olive trees were donated to important names such as the designer Alviero Martini and the actor Alex Belli to combat xylella
2 - 3 March 2025, Milan
Salento with its olive trees, its colors and its lights on the catwalk of Milan Fashion Week 2025, in an ambitious project, in which fashion, sustainability and territorial identity come together. It is Fashion for Good - Beauty is also in Donating, held on Sunday 2 and Monday 3 March 2025 in Milan, conceived by Marianna Miceli and proposed by Mad Mood, with the artistic direction and light designer of AXBSTUDIO and the creative collaboration of Alex Belli. Media Partner of the event Rai News24, Rai Italia, Rai News.it.
Fashion for Good – Beauty is also in Donating is a movement that unites fashion, sustainability and solidarity for real change. A unique opportunity to celebrate the beauty of giving, through the universal language of fashion, capable of involving luxury brands, international NGOs, charities, and local bodies and institutions sensitive to the issues of ecology and social responsibility.
At the heart of the idea is the link between fashion and the olive tree, a symbol of the South, in which the former becomes a potential tool for environmental rebirth and the latter becomes a central element of the catwalk on which nature-inspired garments parade, signed by important designers and characterized by details and accessories that recall the tree and its land.
The fulcrum of Fashion for Good was "Radici di Bellezza – Ti dono un Ulivo", a moment in which the organizers donated olive trees to be planted to important brands and names, including the designer Alviero Martini and the actor Alex Belli, who was given an Adoption Certificate and the "Radici di Bellezza" Bracelet.
The trees donated will bear the name of the recipient and will be planted in September 2025 in Salento and the owner will be updated annually on the growth of the olive tree and provided with the oil obtained from it.
Fashion for Good opened on Sunday 2 March, at 7 pm, at the Play Club, with the Opening Party and Solidarity, an exclusive evening during which there was the Ceremony of delivery of the twenty wigs that the Speranza Eterna Foundation donated to the Medical Oncology department of the Humanitas Hospital in Milan. To delight the evening, a special food and wine tasting of delicacies based on typical products from Salento and Brazil, prepared by the Brazilian Chef Cleide Rocha.
The guests were guided through the event by the "Golden Carpet", a golden carpet with an olive tree, inspired by the so-called "liquid gold", that is, the extra virgin olive oil from Puglia. After the conference held on Monday 3 March 2025, attended by designers Ferrari, Tursunkulov, Dyusengazeva, Rodikova and Adili, the event came to life with the fashion shows, in which, in addition to other international designers such as Aspara, the creations of Laura Spreti, Aterlier Lucia and Istituto Cordella were on the catwalk. On the catwalk, the innovative collections, created using ecological materials, with details inspired by nature and the olive tree, and the make-up and hairstyles that recall olives and EVO oil. On the models' dresses, the precious handcrafted jewels of the Terra d'Otranto by Luca Fiocca, architect and designer, made with recycled materials.
The fashion shows were set against the backdrop of the Parisi Brothers' lights, who were awarded the International Culture Prize on the evening of March 2, together with Alviero Martini. Also worthy of note were the evocative scenographic installations of the Salento olive-growing landscape, curated by the OlivaMi Association, committed to safeguarding the Salento olive trees.
There was also space for "Golden Scissors for Solidarity", an award given to Géza Béres, Dress Me And You brand, a Hungarian tailor, who, together with Marianna Miceli, founder of Mad Mood Milano and the Mediterranean Fashion Week, the stylist Carmela Luciani and the model Aldo Farinola, put his talent at the service of a very ambitious idea: the creation of an international foundation that combines fashion and charity, organizing initiatives throughout Europe to support women cancer patients, children with Down syndrome and people with disabilities.
Fashion for Good – Beauty is also in Donating is a movement that unites fashion, sustainability and solidarity for real change. A unique opportunity to celebrate the beauty of giving, through the universal language of fashion, capable of involving luxury brands, international NGOs, charities, and local bodies and institutions sensitive to the issues of ecology and social responsibility.
At the heart of the idea is the link between fashion and the olive tree, a symbol of the South, in which the former becomes a potential tool for environmental rebirth and the latter becomes a central element of the catwalk on which nature-inspired garments parade, signed by important designers and characterized by details and accessories that recall the tree and its land.
The fulcrum of Fashion for Good was "Radici di Bellezza – Ti dono un Ulivo", a moment in which the organizers donated olive trees to be planted to important brands and names, including the designer Alviero Martini and the actor Alex Belli, who was given an Adoption Certificate and the "Radici di Bellezza" Bracelet.
The trees donated will bear the name of the recipient and will be planted in September 2025 in Salento and the owner will be updated annually on the growth of the olive tree and provided with the oil obtained from it.
Fashion for Good opened on Sunday 2 March, at 7 pm, at the Play Club, with the Opening Party and Solidarity, an exclusive evening during which there was the Ceremony of delivery of the twenty wigs that the Speranza Eterna Foundation donated to the Medical Oncology department of the Humanitas Hospital in Milan. To delight the evening, a special food and wine tasting of delicacies based on typical products from Salento and Brazil, prepared by the Brazilian Chef Cleide Rocha.
The guests were guided through the event by the "Golden Carpet", a golden carpet with an olive tree, inspired by the so-called "liquid gold", that is, the extra virgin olive oil from Puglia. After the conference held on Monday 3 March 2025, attended by designers Ferrari, Tursunkulov, Dyusengazeva, Rodikova and Adili, the event came to life with the fashion shows, in which, in addition to other international designers such as Aspara, the creations of Laura Spreti, Aterlier Lucia and Istituto Cordella were on the catwalk. On the catwalk, the innovative collections, created using ecological materials, with details inspired by nature and the olive tree, and the make-up and hairstyles that recall olives and EVO oil. On the models' dresses, the precious handcrafted jewels of the Terra d'Otranto by Luca Fiocca, architect and designer, made with recycled materials.
The fashion shows were set against the backdrop of the Parisi Brothers' lights, who were awarded the International Culture Prize on the evening of March 2, together with Alviero Martini. Also worthy of note were the evocative scenographic installations of the Salento olive-growing landscape, curated by the OlivaMi Association, committed to safeguarding the Salento olive trees.
There was also space for "Golden Scissors for Solidarity", an award given to Géza Béres, Dress Me And You brand, a Hungarian tailor, who, together with Marianna Miceli, founder of Mad Mood Milano and the Mediterranean Fashion Week, the stylist Carmela Luciani and the model Aldo Farinola, put his talent at the service of a very ambitious idea: the creation of an international foundation that combines fashion and charity, organizing initiatives throughout Europe to support women cancer patients, children with Down syndrome and people with disabilities.
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Contributed By: Saif Rahman Sozib
For
World Fashion Media News
For
World Fashion Media News
