26 May 2023

IED Milano alumni got one of three first awards and the MAX&Co award at the prestigious contest from Italian Chamber of Fashion.

There were four Alumni IED Milano - Martina Boero, Francesco Murano, Flora Rabitti and Marcello Pipitone - among the ten finalists of the third edition of the Camera Nazionale della Moda Italiana Fashion Trust Grant 2023. Among these winners there were Marcello Pipitone - who won one of the three prizes of 40 thousand euros, as well as a mentoring and tutoring program - and Flora Rabitti, who won the MAX&Co award. with her brand Florania: an economic support of 15,000 euros by MAX&Co and the possibility to collaborate on a special project with the brand. In addition, Francesco Murano (some shots from one of his last collection in the image) was chosen by Chiara Ferragni (member of the jury) as the designer of the outfit worn at the awards event.

The prestigious award, established by the Camera Nazionale della Moda Italiana in 2017 with the aim of supporting emerging designers through financial aid and business mentoring and tutoring programs, has allowed, on the 25th of May, the ten finalist designers to present themselves and their creations in front of an international jury of experts, journalists, buyers chaired by Chiara Ferragni, CEO of Tbs Crew and Chiara Ferragni Brand, and Elia Maramotti, brand director and member of Max Mara Fashion Group Sustainability Committee who sanctioned the winners.

Starting from June 2023, the selected brands will receive exclusive support for the development of their brand. Creativity, strategic planning and attention to sustainability are some of the main criteria that have been applied in the selection phase.


Francesco Murano, designer born in 1997, had already stood out by winning Milano Moda Graduate 2019 and attracting the attention of the stylist of Beyoncé, Zerina Akers with her Ossimoro plastico thesis collection. Beyoncé wore her pumps in the Spirit video, and a custom-made sculptural dress at the 2020 pre-Grammy party. In 2020 she won the edition of "Who is on Next?", the contest organized by Vogue and Altaroma.

Marcello Pipitone made his debut on the catwalk in 2019 as Fashion Graduate IED Milano while in 2021 he was a finalist in the prestigious competition "Who Is On Next?". His passion for sport, also practiced in an agonistic way in the past, resulted in garments aesthetically close to sportswear and born from a clear attitude to reuse.

Florania is the hyperlocal solarpunk design collective, working in a circular way, created by designer Flora Rabitti following a research trip to Japan. The clothing brand is independent prêt-à-porter, genderless and no season and offers total look garments, made and designed in a sustainable way, handmade between Milan and Mantua.

Cavia is the brand founded by designer Martina Boero that combines the best creativity of Italian fashion, with the most sincere commitment to our planet. From patchwork of different recycled fabrics to crochet to knitwear, everything is always done by hand and with materials that have already been produced such as vintage dresses, stocks of both textile and yarn productions. The name of the brand derives from this desire for experimentation.


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