Bata Presents the 2 nd Edition of the Bata Fashion Weekend

For the second consecutive year, Bata has brought the Bata Fashion Weekend to Milan. This year, the whole venue centred on the concept “The Sound of Style” and featured an engaging combination of music, design and craftsmanship. 
Following the successful debut of the initiative last year in Prague, Bata continues in its new fashion tradition by holding the Bata Fashion Weekend 2018 in Milan’s prestigious Palazzo Mezzanotte from April 28 to 29. However, the excitement took off early; on Friday afternoon April 27 at Via Dante close to the Bata store. The Sound of Style flew all over the place from 3:00 p.m. 

“This year, we decided to host our Bata Fashion Weekend in Italy. We chose Milan since it’s one of the most important fashion capitals in Europe, a city where trends actually emerge,” says Thomas Archer Bata, Chief Marketing Officer. For two days, Palazzo Mezzanotte was transformed into a centre of fashion and design, and it offered several activities for the public such as fashion shows, shoe exhibitions, music performances and handcraft workshops. The venue also unveiled exclusive Bata collections like the global pre-launch of B-Flex - an extraordinary combination of technology, design and comfort, the hyper-comfortable heels of the Insolia line, the Atletico sneakers infused with an elegant retro feel, Bata Heritage limited-edition shoes and many others. 

Me & Comfortable With It 
The whole venue was built around the global campaign “Me & Comfortable With It”, which promotes healthy self-confidence while fighting against prejudice. The main idea is that nobody has to look like a model from a fashion magazine to be beautiful, special and comfortable with the person they are. Jana Barbati Chadová, Head of Global Marketing, also added: “Our goal is to transform the campaign into real life in every point of view. That is why Nidhim Kochhar, a professional bodybuilder whose left foot was amputated after a motorcycle crash, was featured as one of the main models of the catwalk.” 

Young Designers Challenge 2018 
The Bata Fashion Weekend also introduced the work of young designers from the prestigious Academy of Arts, Architecture & Design in Prague (UMPRUM) and the Politecnico Calzaturiero of Padua within the second edition of the Bata Young Designers Challenge. This year´s talent contest was organized in partnership with the high-end Italian shoe manufacturer Kalliste and the iconic Czech crystal maker Preciosa. Jana Barbati Chadová, Head of Global Marketing, explains: “Cooperation with universities is important, as it is crucial to identify and further support young talented designers, to bring them on board and let them grow with Bata,” adding: “So, it is with pride that Bata is announcing cooperation with the two institutes – Kalliste’ and Preciosa. Moreover, contest winners will have the chance to produce a limited edition collection, which will be sold at selected stores worldwide.” 

Whole world in Milan 
Bata Fashion Weekend hosted guests from all over the world, including members of Bata’s Executive Committee like Group CEO Alexis Nasard and CMO Thomas A. Bata, celebrities from over 20 countries around the world including Malaysian famed YouTuber Johanis Sani(Instagram: @j0.ms), journalists, TV stars, models, editors from top media publications and bloggers, who travelled to Milan to be part of the event. Thomas Archer Bata, Chief Marketing Officer, added: “Our goal is to make the Bata Fashion Weekend a public global event, which enables us to engage with different people and get them really on board with our way – ,”Me & Comfortable With It”, and at heart lets the stylish sounds play”. 

To watch the Bata Fashion Weekend video, log on to: https://www.youtube.com/watch?v=nR6KqhpfzvI 

About Bata 
Founded in 1894, Bata is the world’s leading shoemaker by volume, designing stylish and comfortable footwear at surprisingly affordable prices. Bata is a familyowned business serving more than one million consumers a day in our 5,300 stores, and manufacturing in our 23 Bata-owned manufacturing facilities across five continents. 



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