Maroc Excellence

AIGO develops the project Maroc Excellence in the light of a promotion of Marocco in Italy, through the the icons of excellence that have always characterized its history and culture.

Challenge

• Creating awareness of Marocco and its ‘savoir fair’
• Promoting the excellence, the traditional and contemporary  values of  Moroccan culture through its main icon: the caftan

Strategy

AIGO was committed in the creation of the Maroc Excellence brand in order to graphically express, through simple and elegant lines, the dynamism and elegance of this developing country that was able to build its own modernity thanks to the great richness of its traditions.

• The exhibition – To show the most typical and charming aspects of Marocco, AIGO, sponsored by the Municipality of Milan, organized the exhibition ‘Caftans of Marocco. The treasures of the sun’. It was held from 19th February to 9th March 2006 in the charming Palazzo della Triennale in Milan, simultaneously with the 2006 A/W fashion week.
• The jewels and the caftans – Main characters of the exhibition were wonderful traditional jewels and caftans, carefully selected among those belonging to the collection of the Balghazi Museum in Rabat. The dress-icon of Marocco was introduced in its evolution, from the first models to the more contemporary ones, always charming and expressive.
• The fashion show – Four Maroccan stylists, Souad Chraibi, Albert Oiknine, Simohamed Lakhdar and Tamy Tanzi, re-interpreted the caftan in a modern light, by designing dressed able to represent the tradition and the rich expressivity of Marocco and in the meanwhile showing and absolute feminine woman.
• The auction – AIGO together with Vanity Fair and AIRC (Italian Association for Cancer Research) involved 9 among artists and celebrities by asking them to personally restyle a white caftan. This resulted in the initiative ‘A Caftan for AIRC’, which Monica Belluci, Beatrice Bartolomeo, Fabrizio Braghieri, Victoria Cabello, Giovanni Gastel, Giovanna Mezzogiorno, Marco Perego, Kris Ruhs and Bettina Werner took part to. The 9 caftans were then sold in a auction on e-Bay.

Results

• 150 participants at the press conference, among which media specializing in the fashion industry and lifestyle, institutions and the ONMT delegation
• 250 guests from the fashion industry, show biz and media during the exhibition opening and the fashion show
• Huge press coverage on the main Italian media: press, national TV channels (i.e. La7, Rai1), cable TVs (Sat 2000, CFN, Telenova), portals and online media.
• Audience (TV/press) of about 7.866.000 contacts
• AEV above 1.000.000 Euro

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