Camera Nazionale della Moda Italiana and Rinascente partnered to support 13 independent and young labels, as well as some established names, offering them the opportunity to link with final consumers. As part of the project, the eight windows of the department store facing the Duomo cathedral will showcase outfits from the selected brands through Oct. 5, while on the store’s online platform a series of mini videos will spotlight the stories and aesthetics behind each of them. Aimed at spotlighting not only their creativity but also the made in Italy value these brands incorporate, the labels involved in the project include Tuscany-based Twins Florence, Drome and Nico Giani, as well as Simona Marziali — MRZ, which focuses on knitwear. Hip shoe brand Iindaco as well as Vitelli showing their sustainable commitment will be in the mix, in addition to Flapper, the headwear and accessories label helmed by Genevieve Xhaet, Marco Rambaldi, Fantabody, Act No. 1 and Vien.

Rinascente has also installed a temporary pop-up shop on the unit’s fourth floor running until Oct. 11 that will carry a selection of products from the labels involved. In keeping with an omnichannel strategy that is becoming core to the retailer, the collections available at Rinascente Duomo’s pop-up will also be carried on the department store’s new e-commerce site.