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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