The Italians are coming!

MFI head Cindee Smith conceded she was cautious when MFI designer, milliner Ann Maree Willett, announced plans to invite Italian fashion house Borsalino to Motorola Spring Fashion Week (MSFW), scheduled September 2 to 7.

“I thought it was a good idea, but knowing that Australia is a pretty small market compared to Europe I was bowled over when they actually said yes!”

Borsalino –- whose iconic hat and suiting heritage dates back to 1857 -- would stage an MSFW exhibition at Melbourne Town Hall and an MFI catwalk parade on September 3, Smith confirmed, adding the Italian brand’s showcase would involve 250 hats and 25 men’s suits.

Borsalino’s visit will be equally significant for Ann Maree Willett, who will seal a deal to supply Borsalino initiated in January/February during an MFI mission to Milan.

“Ann Maree has got about 15 hats that she’ll be showing, about four or five of which will be limited edition pieces constructed using vintage materials,” Smith confirmed, describing a visit from a brand of Borsalino’s standing as “a coup for Melbourne”.

“We told Borsalino that MSFW isn’t an industry event, but they are still very keen to get their product noticed with a view to expanding into the Australian market,” Smith said.

Borsalino has a wide distribution base in the US, Mexico, The Caribbean, and key Asian markets including Seoul, Shangai, Taiwan, Singapore and Hong Kong. The brand -- which recently established the Borsalino Orient manufacturing base in China – hopes to source Australian agents and distributors while visiting this country.

Such deals were a by-product of Melbourne and Milan’s sister city status, which had spawned a raft of related promotions, Smith confirmed.

“In September, separate to MSFW, the Italian Chamber of Commerce will attend an MFI show featuring Ann Maree Willett hats, Borsalino hats and suits as well as suits by [MFI designer] Ryan Whelan. We’ve also got footballers attending the Brownlow medal ceremony to wear suiting by Borsalino and Ryan Whelan.”