The 2nd edition of the BATA Fashion Week was housed in Milan’s pretigious Palazzo Mezzanotte. This is a continuation from its successful Prague debut in 2017, the start of a fashion tradition. According Bata’s Chief Marketing Office, Mr Thomas Archer Bata, the venue was chosen due to its strategic location and histotirical significance in fashion, “We chose Milan since it’s one of the most important fashion capitals in Europe, a city where trends actually emerge.”
The event was built around Bata’s global campaign “Me & Confortable With It”. A campaign that promotes healthy self-confidence while fighting against prejudice, in line with the Love Your Body movement. The body positiviy idea is to be comfortable with whatever you are wearing. Adding on this, Jana Barbati Chadová expressed the hope the extensivity of the program to real life; the ability to tranform life.
Among other highlights from the event was the Young Designers Challenge 2018 where Bata pitted the crème of the crème of the prestigiouse Academy of Arts, Architecture & Design in Prague (UMPRUM) and the Politecnico Calzaturiero of Padua. The showcase of the work of the young designer from these institutes stood a chance to produce a limited edition collection, which will be sold at selected stores worldwide. Jana Barbati Chadová expressed that, “cooperation with 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.”