Gozo on the catwalk in international fashion show

TV Moda owner and presenter, Jo Squillo, who is hosting the Malta International Fashion Show in Gozo on July 5, was spoilt for choice in terms of a location for the event on the island.

During an eight-hour, whirlwind tour of Gozo, she identified as ideal locations Ta' Pinu Square and Ramla Bay, among others, and was fascinated by Dwejra, which she called "one of the most beautiful beaches in the world".

But the final decision remains the picturesque, historical St Augustine Square in Victoria - also for practical reasons. And anyway, TV Moda should be returning to Malta, and probably Gozo, next year, for a third event, in accordance with the agreement between the fashion station, the organisers, Renaissance Productions Ltd and the Malta Tourism Authority, which is supporting the event.

"I feel it is Gozo's moment," Ms Squillo said yesterday, expressing her view that there was a thirst for such destinations, which were set in natural surroundings, offering peace and relaxation, with a focus on the authentic, uncontaminated and traditional.

Giorgio Armani, Versace, Salvatore Ferragamo, Valentino and Enrico Coveri have been listed among the Italian designer stalwarts, whose collections are to be showcased by a host of top models.

Ms Squillo pointed out that TV Moda's event was the only fashion show with so many big names under one starry roof - "and I am pleased to bring it to such an excellent ambience".

She mentioned the possibility of celebrity personalities, including top Italian designers, attending the Malta show, which is being sandwiched between important fashion weeks in Paris and Milan. Ms Squillo mentioned Roberto Cavalli as a possible guest to be lured to Gozo on his boat. After Capri and Cannes, for her, Dwejra, which was now "in her blood", was the next obvious stop.

The Malta International Fashion Show is aimed at promoting Gozo, focusing on it as a destination in its own right, and in keeping with the government's strategy to have an integrated marketing approach and sell the islands as "quality" destinations, said the Parliamentary Secretary for Tourism, Mario de Marco.

The separate promotion of Gozo has started to yield results, with non-resident arrivals to the island in the first quarter increasing substantially by over 40 per cent, compared to the same period last year.

Dr de Marco underlined the importance of Italian tourists - a core market, representing 11.6 per cent. The idea was to raise awareness and the high-profile event was expected to do just that.

In fact, throughout June, a spot promoting Gozo and the fashion show is being aired every hour on TV Moda - meaning 24 spots a day, RPL director Anton Tabone said. The show itself, also featuring Gozo as a tourist attraction, would be aired around 12 times on the station that has almost two million viewers in Italy alone and can be seen in 45 countries, with a contract just having been signed for Canada and the US.

Maltese designers Charles and Ron are showcasing their designs, in keeping with the company's philosophy to incorporate and promote local talent, Dr Tabone said. In fact, 10 Gozitan models are being identified to participate in a pre-show event.

The Malta International Fashion Show is being held under the patronage of the Gozo Ministry. Tickets are available from www.maltaticket.com.