Alta roma
Yesterday
This Agency for Fashion was created in Rome in 1998
to promote the image of Rome on the international
fashion circut. To confirm and improve its founding
principles, the company was partially privatized,
changing its company name to Alta Roma. High profile
partners then joined forces with institutional partners
such as the Chamber of Commerce, the Muncipality of
Rome and the Regione Lazio.
In 2001, a significant evolution, targeed at re-evaluating
the potential of Rome in terms of beauty, creativity,
style and tradition began. Maximization of the profound
link between roots and current-day aspects was oriented
towards the potential of new talents, new creative
designers and new technologies, without foregoing
the importance of training, in order to guarantee
a single global language and outstanding know-how
to safeguard and revamp a visiting card par excellence,
recognizable throughout the world.
The restyling of the High Fashion events in Rome was
initiated in July 2002, by pursuing the concept of
contemporary High Fashion: i.e. the implementation
of a totally new philosophy in terms of fashion events,
focused on experimentation with unusual types presentations
in the shape of performances.
The Alta Roma programme envisages a series of events,
fashion shows and exhibitions with the participation
of some the best-known names in Italian Haute Couture
as well as several leading pret-à-porter designers.
In December, 2003, Alta Roma became a share-holding
consortium and renewed its commitment thanks to the
support of some of the most important institutions
in Italy (Regione Lazio, the Municipality of Rome
and the Province of Rome and the Rome Chamber of Commerce),
with which it continued to implement a program of
high quality events dedicated to the promotion of
the Italian fashion system, targeted at the media
and the intenational fashion community.
Today
The city of Rome, its surrounding areas and its
immense resource of creativity comprising fashion,
art and design, represent enormous potential in terms
of image, industry, creativity and culture.
Thanks to that natural creativity which is an inherent
part of Italian culture, Haute Couture is amongst
one of the artistic expressions that best lends itself
to conveying contemporary ideas in the form of fashion.
An Italian heritage, national value added, the icon
of made-in-Italy fashion, famous throughout the world.
By commiting to further strengthening and safeguarding
the specific sectors linked to the world of fashion
and artisan skills, AltaRoma intends to give visibility
to this reality with events of an
international level, by supporting a traditional
network of values and skills that might otherwise
go unnoticed.
In this sense, the aim is to provide a dual opportunity:
- for young designers, trained at fashion schools,
by encouraging their creativity in an attempt to
create a sense of continuity achieved by entrusting
them with the heritage of the past in order to allow
them to project it into the future;.
- for entreprenuers of leading companies in the
fashion sector, in search of new, up-and-coming
talent to introduce into their style offices, by
allowing them to draw upon this breeding ground
of young talents who have been trained ad hoc in
Rome and drawn to the opportunities available in
this city.
In view of the above, this part of the program is
destined to become an international reference point
for up-and-coming designers, a particularly important
theme for the future of the Italian fashion industry.
A new generation of future talents who will display
the various expressions of their creativity to a heterogenous
and international audience.
