Made in Italy eyewear captivates Moscow

As part of Exhibitaly, "Nation Of Fashion" is dedicated to Italian craftsmanship and know-how

011 was "Italian Culture and Language Year in Russia" and Exhibitaly – a project for promoting Italian expertise in Russia organized and promoted by the Presidency of the Council of Ministers – is its natural and ideal continuation that aims to enhance high quality industrial products in such a promising market.


Opened September 12 and continuing through January 6, 2013, it is the first ongoing event for promoting Made in Italy to be hosted by this country. As part of this extensive and ambitious event, "Nation of Fashion" is an exhibition dedicated to Italian craftsmanship and know-how from November 7 through 26, which will include a display of the latest sun and vision eyewear collections and representative historical items.


«Eyewear is the jewel in the crown of Italian Style and was bound to be one of the undisputed protagonists of this event», stated Vittorio Tabacchi, vice-president of ANFAO, the Italian Association of Optical Goods Manufacturers. «Our eyewear is unique, the outcome of artisan expertise that is rooted in centuries of history and which is brought up to date year after year in accordance with new trends and the new demands of the market.


These important international appointments are a unique occasion to affirm the prestige of Italian eyewear as an expression of style, quality and innovation». The world leader of the mid-high segment, Italian eyewear is making its debut in the Russian market, that is showing increasing interest in products from our country (in the first six months of 2012, exports to Russia grew by 3.3% compared to the same period in 2011): 12 companies, 22 pairs of sun and vision glasses, models for men and women, and 10 historical items from the Eyewear Museum in Pieve di Cadore, will narrate the long and successful story that began in the northeast of Italy, but very quickly conquered the entire world and became the symbol of the highest quality and artisan tradition of Made in Italy.


Eyewear will be the protagonists of the event together with other excellent Italian products – apparel and footwear, the expressions of equally excellent product segments – in a prestigious location in the heart of Moscow: the historical former chocolate factory "Krasny Oktyabr", "Red October" – the architectural symbol of the city and now one of the pulsating centers of Moscow culture, an instantly recognizable building with a red brick façade that even the most distracted tourist cannot fail to notice.


«In this location, considered to be the throbbing heart of Moscow culture», concluded Tabacchi, who is also president of the Eyewear Museum Foundation, «eyewear, shoes and clothing will be on display in a unique and evocative venue to recount how Italian know-how and a purely artisan vocation have been able to advance in step with progress and year after year, decade after decade, propose unique models - in all sectors - that have become the icons of style in the collective imagination».


The "Nation of Fashion" initiative is part of a wider internationalization and promotion plan in major world markets that Anfao has been supporting for many years. The current economic scenario makes these operations even more essential than ever: internationalization, exporting and technological research are the keys to overcoming the crisis and consolidating a presence in markets like Russia that are the most promising.