Elevating Italian Fashion: ITA's Showcase at the Boom Boom Room

The Italian Trade Agency (ITA) recently took over the iconic Boom Boom Room atop the Standard Hotel in New York City to spotlight the best of Italian fashion and accessories. Through its EXTRAITASTYLE platform, ITA is working to connect Italian brands with American retailers, showcasing a diverse range of established and emerging labels across women's and men's fashion, shoes, handbags, jewelry, swimwear, and more. In an exclusive interview, we sat down with Italian trade commissioner Erica Di Giovancarlo to delve deeper into the agency's mission, the significance of digital and physical presentations, and the bright future of Italian exports to the US market.

Unlocking the Allure of Italian Fashion on the Global Stage

Embracing the Passion and Creativity of Italian Brands

Erica Di Giovancarlo, the Italian trade commissioner, exudes a palpable enthusiasm as she discusses the ITA's role in showcasing the best of Italian fashion. "This is one of the most beautiful, amazing, and astonishing events," she exclaims, "because fashion is a very beautiful sector." Di Giovancarlo's passion is evident as she highlights the creativity and high-quality craftsmanship that define Italian brands. "You can see so many beautiful products. You know that Italian companies are very creative, and you will find very high-quality garments." For Di Giovancarlo and her colleagues, this event is not just work, but a labor of love, driven by a deep-rooted desire to share the excellence of Italian production with the world.

Bridging the Digital and Physical Divide

The ITA's approach to supporting Italian fashion and accessories brands is a harmonious blend of digital and physical platforms. Di Giovancarlo emphasizes the importance of this dual-pronged strategy, acknowledging the unique advantages of each. "Promotion must be both physical and digital," she states. The physical events, such as the Boom Boom Room showcase, allow buyers and consumers to experience the products firsthand, touching and seeing the intricate details that define Italian craftsmanship. "It is like a beautiful movie, seeing the models with these beautiful dresses," Di Giovancarlo muses.At the same time, the digital realm offers unparalleled reach and efficiency. "Digital, of course, is a very good opportunity, both for companies and for clients and counterparts, because you can reach a lot of people—and it is fast. You save a lot of time. You save a lot of money, as well." The EXTRAITASTYLE platform, in particular, serves as a digital hub where buyers can effortlessly browse and discover a vast array of Italian products, analyzing them at their own pace and convenience. "For the client, the buyer, it is a very good opportunity, because in a very short time, [they] can go through different products, analyzing them very quietly and calmly."The pandemic, Di Giovancarlo acknowledges, has been a catalyst for the ITA's embrace of digital solutions. "We learned a lot from the pandemic when digital became a necessity. Without the digital, we couldn't do anything. Instead, we realized that even if you are miles away, you can do your business. You can go on meeting people even if digitally, but you can go on with your business easily." This realization has solidified the ITA's commitment to the EXTRAITASTYLE platform, which serves as a seamless bridge between Italian brands and their global counterparts.

Curating Excellence: The EXTRAITASTYLE Approach

The EXTRAITASTYLE platform is the ITA's digital showcase for Italian fashion and accessories, and it is a testament to the agency's dedication to quality and sustainability. "We have more than 60 brands registered, with more than 3,800 different products. It is very much followed by the buyers, and it is always updated." Di Giovancarlo emphasizes that the platform is not just a numbers game, but a carefully curated selection of brands that meet the ITA's high standards. "Every year, twice a year, we renew our companies, we update the participation. Every company can participate, but only with good quality products and sustainable products."This commitment to excellence ensures that the EXTRAITASTYLE platform remains a trusted destination for buyers seeking the best of Italian fashion. By continuously refreshing the lineup and maintaining a focus on quality and sustainability, the ITA is positioning Italian brands as leaders in the global market, poised to captivate and inspire consumers worldwide.

Embracing the Future: ITA's Ambitious Plans

The success of the Boom Boom Room event has only fueled the ITA's enthusiasm for the future. Di Giovancarlo reveals that the agency is already planning for more grand showcases, both by the end of this year and into the next. "We are going on with this kind of activity, and maybe—whether by the end of the year or next year—we are going to organize another big event."The Boom Boom Room event, with its stunning location and vibrant atmosphere, has proven to be the perfect canvas for the ITA to showcase the best of Italian fashion. "The place is beautiful, the location is beautiful, the people are very beautiful. It is a mixture of work and leisure. People come because they have to see the products and the garments shown by our models, but at the same time they can enjoy the beautiful location, a beautiful landscape, and great food and nice drinks."This seamless blend of business and pleasure is a testament to the ITA's holistic approach to promoting Italian fashion. By creating immersive experiences that captivate both buyers and consumers, the agency is ensuring that the allure of Italian style remains irresistible on the global stage.

A Bright Future for Italian Exports to the US

As the Italian trade commissioner, Di Giovancarlo is optimistic about the future of Italian fashion and accessories exports to the United States. "It is going very well. I can say that after the pandemic period, that was a very sad period for everybody, and all around the world. Italian exports increased a lot. Especially in the fashion sector, we can see there is a very big interest for the Italian production. So, we hope it will go even better."This renewed enthusiasm for Italian fashion is a testament to the enduring appeal of the "Made in Italy" brand. Despite the challenges of the pandemic, Italian brands have managed to capture the attention of American consumers, who are increasingly drawn to the craftsmanship, creativity, and quality that define Italian style.With the ITA's unwavering support and the continued success of platforms like EXTRAITASTYLE, the future looks bright for Italian fashion and accessories in the US market. As Di Giovancarlo eloquently states, "We hope it will go even better," a sentiment that resonates with the growing legion of fashion enthusiasts eager to embrace the timeless allure of Italian design.