SUPER is: the Pitti women’s fashion fair!

The latest edition of Pitti Immagine’s women’s accessories and prêt-à-porter fair to be held in Milan from 24 to 26 February will be aiming for a mix that is increasingly oriented towards selection and global scouting: from the Pitti world’s brands and reference projects to the newest talents, with a decisive focus on the global scenarios of contemporary fashion.

SUPER is the Pitti Immagine fair dedicated to accessory and prêt-a-porter collections for women scheduled to be held in Milan from 24 to 26 February 2018. SUPER confirms the new course and the innovative format launched in September 2016 in the location of The Mall in Porta Nuova Varesine, just a few steps away from Piazza della Repubblica, a truly unique venue for its beauty and centrality, situated in the heart of Milan’s fashion district.

It will be showcasing the results of the international scouting of superselect highly experimental collections that share Pitti Immagine’s DNA. Super offers a concept of womenswear dedicated to the most demanding international buyers and is directed towards the world’s best multi-brand and online stores.

SUPER FORMAT

Research, selection, emerging talents and future scenarios” says Agostino Poletto, Pitti Immagine’s general manager, “continue to be the buzzwords for SUPER and the elements in which, at each new edition, we invest and increase promotion. Research and selection in the most innovative contemporary women’s fashion through broad scouting activities on the international scene. Not simply concentrating on the network of contacts and brands that we build with our other fairs, but also with the help of projects that focus on up-and-coming designers and on the new worlds of contemporary fashion. In this regard there will be lots of new features at The Mall: the special collaboration with Tblisi Fashion Week which offers a focus on the creative scene in Georgia, one of the most interesting and business-oriented scenes of today; the participation of three creative projects based in India launched by young designers; as well as an exploration of the world’s new talents with the Super Talents. New Countries to watch platform, where we will offer our buyers a selection of brands that are completely new, even more creative and from as yet unexplored countries. And, flanking the selection of key women’s fashion brands, there will also be lots of launches and special participations, as well as co-lab premieres with top names in international fashion”.

 

SUPER NUMBERS

_ 142 brands at this edition will be presenting their new accessory and prêt-a-porter women’s collections for fall-winter 2018-19, over 50% of which are newcomers.

_ 40% of the brands are from abroad

 

BUYERS

The last edition of SUPER ended with unanimously very positive results and feedback on the format and the offering of collections at the event: more than 4,700 buyers visited over the three days of the fair, almost 20% of which came from over 50 different foreign countries.

 

 

SUPER BRANDS
Here are some of the names attending this edition:

 

10X10ANITALIANTHEORY, 12/63, ALTO MILANO, ANNA BAIGUERA, AQUARAMA, BAGUTTA, BEBLASÉ, BELLONI / DE SILVA, BRANDBLACK, BRUNO MANETTI, CARDITOSALE, CASETIFY, CASHEART, CIRCOLO 1901, DE SIENA, DOUGLASPOON, ELENI MALAMI, ERENDIRA, HARRIS WHARF LONDON, HEIDI KLUM, KORSUN MARBELLA, LAETITIA, L’IMPERMEABILE, LODENTAL, LUNA BI, MAJOR GIOVANNI ALLEGRI, MALO FIRENZE SINCE 1972, MARIO PORTOLANO, MA’RY’YA, MII, MYTHS, MOON BOOT® X JEREMY SCOTT, MOON BOOT® X YVES SALOMON, P.E NATION, PEECH, POMMES DE CLAIRE, PT01/PT05, PUNTOVITA&ARSENICE, PYRO PET, QUEENDICI, REEBOK CLASSIC, REDA REWOOLUTION, ROBERT FRIEDMAN, SCAGLIONE, SEE ME, SHAFT, THOMAS JAMES SUNGLASSES, TIMOFEEVA, TOASTIES, TRELA JIN, TRICOT A PORTER, VICINO VENEZIA, VIRGINIA SEVERINI, VIEUX JEU, VUNENA, WHITE SAND.

 

 

SUPER HIGHLIGHTS

The new features, projects and special participations at this edition:

 

_ SUPER TALENTS, New Countries to Watch

SUPER confirms its role as a talent scouting platform also thanks to the special SUPER TALENTS new countries to watch area that turns the spotlights on some of the most interesting creatives on the fashion panorama and the most promising brands selected in cooperation with Sara Maino of Vogue Italia.

The names of the 10 Talents at this edition are: ADMIR BATLAK (Norway), BOYAROVSKAYA (France/Russia), EDDA (Norway), ETIQUETA LATINA (USA/Ecuador), FAISSAL EL-MALAK (United Arab Emirates), IURI (Italy), MASHA REVA (Ukraine), MOON LEE (South Korea), NATHALIE BALLOUT (United Kingdom), and WALI MOHAMMED BARRECH (Belgium).    

 

_The spotlights will be directed towards 6 talents from the MERCEDES BENZ TBLISI FASHION WEEK

The new protagonists of the creative scene in Georgia will be showcased thanks to Super’s collaboration with the MERCEDES BENZ TBLISI FASHION WEEK, a dynamic platform which has turned the spotlights on the collections of the leading fashion designers in the country and the neighboring area, distinguishing itself as one of the most interesting fashion and experimental fashion weeks. 6 brands will be involved in the presentation at Super – SITUATIONIST, LALO, AZNAURI, TAMUNA INGOROKVA, NINA ZARQUA, and TATUNA NIKOLAISHVILI – also thanks to the support of LEPL Enterprise Georgia.

 

_ focus on creativity from India in collaboration with the Afterlife Project

SUPER will also look at India’s emerging fashion scene which will be showcased through a collaboration with the Afterlife Project – an international project that supports young designers, offering them a global showing and exalting their local production. Three brands which have great stylistic potential will be presented at this edition – K.Kristina, N&S GAIA and Duet Luxury – offering an advance view of a broader project which will be presented at the September edition of the fair.

 

_Creativity from Africa with Vee Fashion House Kenya

Vee Fashion House Kenya founded by the fashion icon-designer Vera (Vee) will be showing their accessories and jewelry at SUPER. Thanks to support from the A.I. – Artisanal Intelligence association, the brand will present its innovative cultural and artistic melting pot that combines the beautiful East African tradition of bead embroidery with a fashion-conscious vision to support jobs for young Kenyans.

 

Special participations and previews at this edition:

 

_ ATHLOVERS @ SUPER

After the success enjoyed at Pitti Uomo, Athlovers comes to Super in a womenswear version. Athlovers is the special project that focuses on athletic-minded collections and the new dimension of sporty living curated by Pitti Immagine together with E:NOI Consulting. The brands which will be the protagonists of the project at Super include names like: Brandblack, Reda Rewoolution and P.E Nation.

 

_the premiere of the MOON BOOT® colab with JEREMY SCOTT and YVES SALOMON

At Super Moon Boot®, the iconic snow boots par excellence produced by Tecnica, will be premiering two new special collaborations: a reinterpretation using high, pop and multicolor tones designed by Jeremy Scott who already captured the attention of international audiences during the last catwalk show in New York; plus, the new Moon Boot® version in a luxury and super-sophisticated key realized by the French brand Yves Salomon.

 

_ “ALWAYS CLASSIC“: Reebok Classic celebrates its heritage and most iconic sneakers with a special installation at Super

Backed by a legendary heritage that has always supported personal expression and an unconventional spirit through the faces and stories of the most daring pioneers of style and authenticity, Reebok presents itself at SUPER with Always Classic: a special installation dedicated to four historic silhouettes, the so-called Franchise Four – Freestyle Hi, Classic Leather, Club C and Workout Plus. Famous since the ‘80s, the iconic Reebok Classic Franchise Four sneakers started life as performance shoes, developing their own strong fashion identity with the passage of time.

 

_ the special participation of MAJOR GIOVANNI ALLEGRI featuring the debut of his LIVING WARDROBE

Following the premiere at Pitti Uomo, Major, the new project from the Giovanni Allegri brand arrives at SUPER with a special installation that combines manufacturing know-how with research thanks to the use of hi-tech materials, with a focus on an innovative e-commerce experience. A collection with a minimalist cut and an exclusive design will be showcased consisting of unique men’s and women’s jackets and coats realized by an international team of creatives. “LIVING WARDROBE”, a new concept of craftsmanship that revisits iconic elements of the male and female wardrobes in a contemporary key.

 

_ the selection of fashion + hi-tech objects and accessories in collaboration with L10 Trading

Beauty combined with utility is not only a strong trend in fashion but is also a way of conceiving hi-tech in fashion today. In collaboration with L10 Trading – the Italian brand that is the exclusive distributor of hi-tech accessories linked to the smartphone and tablet universe – there will be a focus on a selection of innovative international brands that are making a name for themselves on the market with accessories that have a unique design and a high level of functionality. Here are the brands involved: Philo, Moji Power, Qushini, X-Mini, Divoom, Smile Makers, Mystery Vybe, My Arcade, Pyro Pet, St. John, Polaroid/Polaroid Original, Twemco, Crazybaby, and Casetify.

 

SUPER invests in international buyers

Pitti Immagine’s investment into the presence of buyers and international distributors, realized also thanks to the contribution of Agenzia ICE-ITA Italian Trade Agency, is consolidated at this edition with the participation of a selection of around 30 top buyers from Russia, South Korea, Japan, Hong Kong, China, India, United States, United Kingdom, Denmark, Sweden, Belgium, Spain and Portugal who will travel to Milan especially to learn all about the new collections from the companies at the fair.

 

 

 

The CAMERA ITALIANA DEI BUYER – Super’s guest

SUPER will also feature the participation of the Camera Italiana dei Buyer with which the fair has realized a partnership agreement to supply a series of services for its members to make their visit to the fair rendezvous more comfortable and functional.

 

SUPER is an event realized with the sponsorship of the City of Milan.

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