Pomellato Launches #IAMWITHYOU Initiative for Milan Fashion Week

Pomel­la­to cel­e­brates its home city with a mes­sage of uni­ty and belong­ing. Qual­i­ties that have been exem­pli­fied by Milan dur­ing the chal­lenges of recent months.

#IAMWITHYOU unites such peo­ple as Chiara Fer­rag­ni, who has ded­i­cat­ed her­self to help­ing out Milano in count­less ways dur­ing the pan­dem­ic, and Dr. Daniela Tra­bat­toni, the head of car­di­ol­o­gy at the Monzi­no Hos­pi­tal in Milan, or researcher Alessia Lai, who was award­ed by Pres­i­dent Mattarel­la for hav­ing iso­lat­ed the Ital­ian strain of the Coro­n­avirus – as these lat­ter two fought in the front lines of COVID-19 despite pre­car­i­ous con­di­tions. But it also recog­nis­es the peo­ple who have nour­ished and inject­ed the city with their ener­gy, cre­ativ­i­ty, courage and pas­sion in the arts, design and fash­ion. Actress Cris­tiana Capo­ton­di and mod­el and actress Eva Ric­cobono have also lent their voice, spread­ing a pos­i­tive mes­sage of sol­i­dar­i­ty for this cam­paign. 

Pomel­la­to cel­e­brates them all in a ded­i­cat­ed shoot by renowned fash­ion pho­tog­ra­ph­er Giampao­lo Sgu­ra, por­tray­ing each sub­ject with cap­ti­vat­ing images to be shared on social media plat­forms under the hash­tag #IAMWITHYOU.

In keep­ing with the #Pomel­lato­For­Women ini­tia­tive, Pomel­la­to is proud to pro­mote equal­i­ty, inclu­sive­ness, and authen­tic­i­ty, as it invests in its com­mu­ni­ty. Sabi­na Bel­li, CEO of the Pomel­la­to Group, com­ment­ed, “When we call this ini­tia­tive the #IAMWITHYOU cam­paign, we mean it quite lit­er­al­ly: we are all togeth­er in this, we are for­ev­er con­nect­ed. When we care, when we help, when we share and give back, this is how we grow. Pomel­la­to is proud to be a jew­ellery Mai­son with these val­ues, always recog­nis­ing where we came from but also that the future will one day become our present.”

As a sym­bol of hope and con­fi­dence in the future, Pomel­la­to makes a dona­tion to the Cam­era Moda Fash­ion Trust to sup­port young fash­ion tal­ents.

Read more about the #Pomel­lato­For­Women ini­tia­tive here:

A selec­tion of por­traits for Pomel­la­to by Giampao­lo Sgu­ra #IAMWITHYOU