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Posted: 25 May 2010 02:09 AM PDT

MILAN Fashion Week is getting itself a new look - or rather outlook. The Camera Nazionale della Moda Italiana, Italy's Chamber of Fashion, has this week said that the womenswear shows will no longer be held at the Fashion Milano Centre, starting from September.

"We are working with Milan's administration to stage fashion shows around historic locations in the city," said Mario Boselli, head of the Chamber. "The mood there was just not right anymore," he explained, adding that the number of fashion brands showing at FMC had halved in February - a result of high costs at the location.
Giovanni Terzi, Milan's fashion counsellor, noted that it was time for Milan to "do something for fashion" given that it makes up 21 per cent of the city's gross domestic income.

Milan Fashion Week has taken place at FMC for the past four years, having previously been located at the city's fairgrounds for 25 years.

Terzi and the Chamber are still finalising new venues, reports WWD.

The provisional dates for Milan Fashion Week are September 22 to 28 with Gucci expected to open the week and Giorgio Armani to close it.

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