1984/PR Journal: Little Paris Hits Perfect Pitch During Milan Fashion Week

How do you launch a collection during Milan Fashion Week and make it stand out? By identifying the right location and using the event to strengthen community and reaffirm the brand’s values through a visual and aesthetic experience.

For the launch of Amotea’s SS23 Collection, called “Mystical Harbour”, 1984/PR chose the unforgettable Fioraio Bianchi Caffè, a little Parisienne corner in the historic centre of Milan for an event that gathered notable names in the fashion world to view the new collection. The location looked incredible with floral creations in situ, and a chic, bohemian Parisian décor setting the stage for the Amotea SS23 Collection to speak the crowd of excited fashionistas. Photographs by Linda Provini captured the moment.