Discovering Modaprima

The video guide by Erika Boldin

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Modaprima in Florence throws its doors open to young, new-generation bloggers, stylists and web reporters. Prêt-à-porter isn’t as commercial as it once was, and that’s what Alessandro Enriquez set out to show when, with the fabulous stylist Erika Boldrin, who blogs at www.myfreechoice.net, and with the help of video maker Lorenzo Montanari, he produced a video shot at the Stazione Leopolda during the last edition of the fair.
Colours, moods and current trends are followed and revisited by Italian fast fashion labels to create a product that meets the tastes of all ages, from teens to career women. There’s something for every temperament and every whim, in a season brimming with ready-to-wear fashion – strictly Made in Italy .