For the first time Milan will host Decoded Fashion by, the international forum aimed at fashion insiders, digital and start-up companies. The show is organized in collaboration with Pitti Immagine and FieraDigitale and will take place on 16 October 2013, at La Pelota, in Milan.

Decoded Fashion is the first international forum born to favour the meeting of fashion, digital and start-up companies by involving top professionals of these sectors. It will debut in Italy. The aim of the initiative is to develop relationships between entrepreneurs, fashion designers, retailers and communication industry insiders.

The event is organized by, a FieraDigitale project - a company controlled by Pitti Immagine and Tecnamedia, the US company that produced and brought Decoded Fashion to the past three editions of New York and London. The forum will host speakers such as Federico Marchetti founder and CEO, YOOX Group, Franca Sozzani, editor-in-chief, Vogue Italia, José Neves, founder and CEO,, Massimo Russo, editor-in-chief, Wired Italia and Marina Salamon, shareholder and president, Altana, Connexia and Doxa. The round table will focus on the increasingly important role played by new technologies within the fashion sector's development. They will also host the award ceremony for “The Fashion Pitch” competition which will award the best start-up company and emerging idea. The winner will receive a €10,000 award and the possibility to show their project during the next edition of Pitti Immagine Uomo in Florence. Decoded Fashion aims to be a starting point for sharing technological ideas and experiences that will revolutionize fashion and retail and will set future trends for the fashion market.

Tickets are available at