Today, Bata is bringing the second edition of the Bata Fashion Weekend to Milan. This year, the whole venue will revolve around the concept “The Sound of Style”, featuring 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 and will hold the Bata Fashion Weekend 2018 in Milan’s prestigious Palazzo Mezzanotte from April 28 to 29. But everything will start on Friday afternoon April 27 at Via Dante close to the Bata store. The Sound of Style will fly 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 will be transformed into a center of fashion and design, and it will offer several activities for the public, such as fashion shows, shoe exhibitions, music performances and handcraft workshops.
In Kenya, there will be a series of activations at our Bata Muindi Mbingu store starting on Friday the 27 th of April (2pm – 6 pm) and the 28 th of April (2pm – 10pm).
We shall have various activities in the store:
Bata Red label corner
Visits and performances from various artists including Fena;
Canvas shoe paintings
Sound of Style activations
Live stream watch Party
Across the entire activation over the two days, we shall have various influencers pop in and try out shoes at the Bata Red label corner from the Homeboyz crew, Khaligraph Jones, Fena, Teacher Wanjiku, Brian Mbunde & others.
Retail & E- Commerce
At Bata Store Muindi Mbingu & Our Executive E-commerce Partner Sky Garden shall have a unique collection of shoes on sale including painted Ngomas that will only be available for the period of that activation. Participants who make it to the store will also get awarded with Bata Club points straight to their email (Subject to registration).
We invite you to join us live on our Bata Kenya Social media; there will be a live stream from Milano:
Airing live on the Bata Facebook page @batakenyafans, Instagram and Twitter take overs @batakenya showcasing the Milano events.
Me & Comfortable With It
The whole venue is 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, will be one of the main models of the catwalk.”
Whole world in Milan
Bata Fashion Weekend will host guests from all over the world, including members of Bata’s Executive Committee like Group CEO Alexis Nasard and Group CMO Thomas A. Bata, President of Bata Africa Alberto Errico & Bata Kenya Advertising Manager Keziah Kabutu, celebrities from over 20 countries around the world with Kenya’s very own Lucia Musau & Silvia Njoki.
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”.