Federica Archetti, 21 years old, from Provaglio d’Iseo (Brescia) will be the face of Macef for 2011 and the star of the new exhibition publicity campaign, similar in many aspects to the preceding one, but with one important difference: The girl whose face is today concealed by a wide-brimmed hat will reveal her face, and it will be Federica's face.

The girl, a university student, was chosen by a jury made up of representatives of Fiera Milano, image consultants and communications specialists.

The choice, organised online by Medialab (who conceived and created Macef’s image and its slogan The Italian Experience), was for "the girl from next door" strongly associated with "Italianess".

425 candidates between 20 and 30 years of age took part in the competition. One hundred of them made it through the first round, from which the ten finalists emerged, who were "challenged" to tell their stories and pose for a photo shoot.

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I find that the current Macef image perfectly matches today’s exhibition concept” declared Marco Serioli, executive director of Fiera Milano Rassegne. “An international exhibition centred on Italy’s production capabilities, offering a unique view of our cultural traditions, from our classical origins to fashion and design, today's strong points upon which the very best production with the Italian touch are based, those of a country which is looking for returns and for a future".