On 6 June, Convivio, the most important charity exhibition-market promoted in Italy by the fashion world, back to Milan to support the non-profit association ANLAIDS (National Association for the fight against AIDS). 5 days of solidarity shopping with the aim of raising funds to never stop to face in a positive way a sensitive issue like that of AIDS. Much more than a simple charity event, Convivio represents a long journey of solidarity born in ’92 from an idea by Gianni Versace, together with Gianfranco Ferré, Giorgio Armani and Valentino, always supported by Franca Sozzani and today by Emanuele Farneti with Vogue Italy.
So many news for the fourteenth edition of Convivio that receives the support of the most prestigious brands – currently there are over 200 brands involved: alongside the big names of internationally renowned designers, this year there will be many design companies, accessories , jewelry, perfumes and cosmetics, footwear, travel and tourism, high-quality food and wine, publishing and video participating in the initiative by donating their products and their services that, during the event, will be sold at 50% of the price.
The event moves to the spaces of The Mall Big Spaces, in the Porta Nuova district. The installation project, designed by architect Massimiliano Locatelli/CLS, involves the creation of a special space – “Convivio & more” – designed to bring together shopping moments with an area dedicated to hosting a program of meetings on the topics prevention and well-being, with health experts. The fashion area of Convivio 2018 is coordinated by Sara Sozzani Maino, Deputy Director of special fashion projects Vogue Italia, who thanks to her experience in the environment has involved many brands, with the help of the editorial staff; for the second consecutive edition Andrea Castrignano confirms testimonial of the design area, while Antonio Capitani will preside over the food & drink area with his famous astral kindness. Convivio has always supported the research with the traditional inaugural Charity Gala Dinner that precedes the opening of the exhibition: the fashion houses and companies that buy a table will have carte blanche for the thematic exhibition dedicated this year to science fiction.
The Convivio 2018 campaign, curated this year by the agency EGO of White, Red & Green, with the creative direction of Paola Manfrin (copy Riccardo Ciunci, artdirector Margherita Baudà) and Vogue Italia, was born as a project with a strong digital vocation with a concept linked to youth and prevention. “In 2016, the objective of Convivio’s communication was to bring attention to the problem of AIDS, because everyone seemed to have forgotten about it and the data showed it”, says Paola Manfrin. “Today, after two years, Convivio continues to talk about AIDS in a different language, focusing on how each purchase becomes a real tool for prevention. The 2018 claim is “CONVIVIO: L’ANTIVIRUS – Shopping that prevents AIDS”. The campaign, illustrated by photos by Steven Meisel, will be conveyed on all social media by @Grumblecreative with video content produced by Federico Morgantini, producer of @CATTURAproduction, with the creative direction of Alessia Glaviano, Senior Photo Editor of Vogue Italia, and of the Grumble Creative team, a digital strategies agency that includes among its founders Eleonora Carisi, Paolo Stella and Ivano Marino.