Super no. 10 confirms its watchwords: scouting, selection, talents and emerging scenarios, with an offering of women’s accessories and prêt-à-porter designed for international buyers with a strong experimental streak.


Over 4,700 buyers traveled to The Mall from more than 50 countries: there was growth in the number of foreign visitors (Germany, United Kingdom, United States, South Korea, Hong Kong), but a slight drop for Italy.

Super, the Pitti Immagine fair dedicated towomen’s fashion, ended its tenth edition yesterday (The Mall - Milan, 23-25 September 2017).  
The final attendance figures for this edition – which saw the participation of 146 brands (53% of which from abroad) – recorded positive numbers with regard to the foreign component, with some countries recording excellent growth: like Germany (+37%), United Kingdom (+22%), United States (+23%), South Korea (+21%), Hong Kong (+47%), with Japan once again leading the ranking of foreign markets.
However, there was a predictable drop of around 10% in the number of Italian buyers.
Over the three days of the fair the total number of buyers who traveled to the event exceeded 4,700, almost 20% of which came from abroad from more than 50 countries around the world.
Here are the top 15 key foreign markets: Japan, Germany, Greece, United Kingdom, Spain, France, United States, Russia, South Korea, Switzerland, China, Hong Kong, Austria, Belgium and Turkey.

“SUPER fully confirmed the role that it has carved out for itself on the women’s fashion scene in Milan”, says Raffaello Napoleone, CEO of Pitti Immagine. “The feedback and comments gathered from buyers over these three days were unanimous: there was clear appreciation for the mixture of collections that were even more oriented towards research and selection, with high quality product companies and brands, and an intense scouting that focused on up-and-coming designers and on the new worlds of contemporary fashion – I am thinking of the collaboration with Lagos Fashion & Design Week, the Super Talents, the designers of More Dash Eye on the East – and the launch of innovative women’s fashion projects. There was a very good response from the foreign buyers with the participation of all the most important names in international retail, department stores and some of the best e-commerce players.  With regard to Italy, the drop was, unfortunately, predictable and in fact offered a photograph of the difficulties and the profound evolution that retail fashion in our country is experiencing.”