Pitti Immagine has announced a new location and new format for Super, the dedicated Italian trade fair for women's accessories and prêt-à- porter.
The trade fair event has signed a collaborative agreement with the Camera Nazionale della Moda Italiana (Italy's governing fashion body) to host Super's 8th edition in a new exhibition space in Milan. Super is set to relocate to The Mall in Porta Nuova Varesine (Piazza Lina Bo Bardi), located in the centre of the city's fashion district.
"We have some great new features in store for this eighth edition of Super", said Raffaello Napoleone, CEO of Pitti Immagine in a statement. “In first place there is the new location at The Mall, thanks to a collaboration agreement with the Camera Nazionale della Moda, which places the fair between the historic center and the starchitects’ skyscrapers."
"This strategic collaboration between Pitti Immagine and the Camera Nazionale della Moda aims to pay greater attention to coordinating their respective efforts regarding the best experimental fashion, new designers and up-and-coming brands. Alongside Super, inside The Mall there will also be a common space where each will organize special projects – performances, installations, presentations – that will flow into a single calendar."
Set to run from September 24 to 26, 2016 the trade fair will feature a completely revamped layout, and span approximately 4,200 square meters. The show will be complimented by modern ambients and volumes, designed by Andrea Caputo, an architecture and design studio based in Milan. “Our aim is a to clearly upgrade the ranking of the trade show”, added Napoleone.
“The collections which are the result of our scouting activities will be even more experimental and select, even closer to the DNA of Pitti Immagine. Today women’s fashion fairs tend to lack this type of innovative content which is actually a decisive factor for a fair’s international reach. This is why we intend to put our all into research without compromise by creating a proposal dedicated to the most demanding international buyers.”