SUPER 11: BUYERS' POINT OF VIEW

Shoko Mizuno, United Arrows LTD, Japan
This was my second time at Super and this time round I was even better able to appreciate the concept behind it. I found a very well-structured offering: there’s a lot of research – I’m thinking in particular of the Talents and with the collaboration with Tbilisi Fashion Week – but despite being avant-garde in design terms, the ideas are very concrete and wearable and that is fundamental for our customers.
 
Elisabetta Zenatello - Market Representative - Specialist - ‎The Lane Crawford Joyce Group
Super is a very well-curated fair, with scouting that’s aimed at a global audience. The collections are chosen using the criterion of international trade fairs, with a mixture of clothing and accessories. The research projects like Talents or guest fashion weeks are also very interesting. In particular, I found that the brands from Georgia were brimming with creativity and ready to go to market. As for the other brands too, I found collections with strong, concrete content: this aspect is of great interest to our buyers.
 
Paul Baptiste, Fashion Director at Fenwick Bond Street, London
Super puts the spotlight on a new generation of the fashion scene. This is a fascinating fair to visit, as it brings together new and established brands in a setting that shifts our usual perception of the Milan market, and channels creative energy in a new direction. Among the big trends were craftsmanship and handmade embellishments, which we will definitely be monitoring. The fair is very easy to visit and the stands are well organized.
 
Georgia Pizzi - Christine Eliss Associates - Harvey Nichols HK
Super is really very well organised indeed. The fair has a central location that’s easy to reach and is strategically placed within the fashion week circuit. What’s more, the way the fair is structured makes it easy to move between the collections, making them very easy to grasp. I noticed a number of trends, but what I will say is that the selection of brands is a trend in itself; it gets better year after year and has a fresh appeal that takes into account the market’s needs.
 
SoonWoo Choi, Hanqha Galleria, Seoul

With its exciting atmosphere I found some very interesting brands at Super; it’s the perfect place for our research. I was struck by the presence of emerging international brands, new names on the market which already have excellent potential. I found a great selection of both clothes and accessories for the winter season, with strong trends such as the new sartorial coats that are truly creative.