Big news for SUPER
women’s accessories and prêt-à-porter tradeshow by Pitti Immagine. Upcoming September edition will be held in the Visconti Pavilion on Via Tortona and, for the first time, it will run for four days
The new edition of SUPER, the Pitti Immagine women’s accessories and prêt-à-porter fair-event showcasing in Milan from 21 to 24 September in the new location of Padiglione Visconti on Via Tortona. The “Super experience” is increasingly oriented towards selection and global scouting, designed for the most attentive buyers of quality womenswear with a strong contemporary vocation.
The absolute protagonists will be the collections of the 103 international brands of prêt-à-porter and women’s accessories for spring-summer 2019.
SUPER NEW FORMAT
“An edition of SUPER that presents important new features – says Agostino Poletto, general manager of Pitti Immagine – boosting the commercial impact and exhibiting efficiency of a fair that has carved out a distinctive space for itself in Milan Fashion Week. The new location of the Visconti Pavilion – with a surface of over 1,500 square meters – enjoys strategic positioning in an area of Milan hosting important studios and showrooms, where many fashion realities are also located. There are then the intrinsic qualities of the Pavilion: modern architecture, reflecting the industrial identity of the city, contributes to making the physiognomy of the fair even more accurate, also thanks to an ultra-contemporary layout. For the new layout, we have in fact involved Archivio Personale, the all-female architecture studio with significant experience in the worlds of fashion and contemporary art. We are focused on creating a container that surpasses the concept of the fair, an ultra-pop reality, akin to the seasonality of the collections we present”.
“With the new location we decided to invest even more in the winning features of the SUPER format”, says Antonio Cristaudo, marketing and development manager. “A mix of total look collections and women’s accessories with even greater priority on selection and research, devised for the most attentive Italian and international buyers of a quality and super-contemporary womenswear: the most innovative multibrand boutiques and online retailers needing to complete their offering with new brands and products that cannot not be found elsewhere. Our team has worked to offer a ‘Super experience’ even more focused and richer in inputs arriving from new fashion scenarios. In addition to presenting firms that consider research on products an identifying value, SUPER wants to be a compass onto new creative fashion scenes: for this reason, we have presented a new stopover in the ‘Super Talents. New Countries to Watch’ area, selected in collaboration with Sara Sozzani Maino of Vogue Italia, which at this edition turns the spotlight on South America; we will continue our forays into the Eastern fashion scene, with a series of Georgian brands and their collections presented in collaboration with Mercedes Benz Tblisi Fashion Week; followed by our new collaboration with the Fashion & Design Chamber of Armenia, which will see four young Armenian designers brought to SUPER”.