The latest edition of the Pitti Immagine fair dedicated to women’s accessories and prêt-à-porter will be staged from 25 to 27 February in Milan at The Mall in Porta Nuova Varesine.
Showcasing 143 brands, Super is aiming for a mixture that is increasingly oriented towards research and selection:
featuring “new ins”, reference brands for the Pitti world,
the global scouting of emerging talents and new digital projects
SUPER is the Pitti Immagine fair dedicated to women’s accessories and prêt-à-porter collections scheduled to be held in Milan from 25 to 27 February 2017. SUPER confirms the new course and the new format launched in September in the new location of The Mall in Porta Nuova, 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 stores.
Once again for this edition there will be a totally revamped layout. SUPER will occupy an area of around 4,200 square meters, with a furnishing project by Andrea Caputo, the architecture and design studio based in Milan that vaunts projects all over the world. The new layout is born from the concept of realizing a space with a post-industrial and work in progress atmosphere, crossed by metallic structures as the key elements. The result is a very striking ambient, a kind of controlled chaos that accompanies the visitor along the whole itinerary, deconstructing patterns and hierarchies, giving free rein to the creative input from the new collections.
“The September edition of Super marked a new course for the fair”, says Raffaello Napoleone, CEO of Pitti Immagine. “We chose the new location – The Mall – thanks to a strategic collaboration agreement between Pitti Immagine and the Camera Nazionale della Moda Italiana. We presented an innovative, completely reinterpreted exhibition layout and, most importantly, we reformulated the fair’s brand proposal, starting with the number of exhibitors. This was to allow us to focus on an innovative fashion selection dedicated to the most demanding international buyers, projecting ourselves towards the fashion of the future”.
“Research without compromise”, adds Agostino Poletto, Pitti Immagine’s marketing director, “this is the guideline that characterizes the work of Pitti Immagine, an approach that is valid for all our fairs. For this new edition of Super we concentrated even harder on research and selection: collections that are closer to Pitti’sDNA. In fact a substantial number of the exhibitors at Super were discovered in the experimental areas of Pitti Uomo, creating a synergy between the two events. But I am also thinking of the extra acceleration given to the new names on the fashion panorama, the so-called “New Ins” that we will be previewing: newcomers, new brands and new designers on the Milan fashion week scene, some of which are making their European debut. Another key element of Super is the high level of attention paid to up-and-coming designers and the new scenarios of contemporary fashion that we will be presenting in the special Super Talents areas. Then we have New Countries to watch and More Dash: Eye on the East, our focus on the fashion proposals from Eastern Europe, one of the most fertile terrains of today’s new creative wave. And the various participations and special projects, like the ones we are launching at this edition on the world of digital startups and social media”.
_ 143 brands will be presenting their new accessory and prêt-a-porter women’s collections for the 2017 fall-winter season at this edition, over a third of which are newcomers.
_ 50% of the brands are from abroad;
_ 50% of the collections feature accessories, 50% are prêt-à-porter labels.
The last edition of Super ended amidst unanimously highly positive results and comments that registered the new course launched by the event. More than 5,100 buyers, 20% from abroad, from almost 50 countries around the world visited over the three days of the fair.
Here are some of the names attending this edition:
2shirts.ago, Aina Gasse, Alessandro Enriquez, Alessandro Gherardeschi, Alto Milano, AMCardillo_ design, Amuse, Annalisa Caricato, Aquarama, B*Crom, Bagutta, Benedetta Boroli, Berwich, Black Dioniso, Blui, Carlotta Roma, Castañer, CellarDoor, Chiara Zanetti, Christophe Sauvat, Circolo 1901, Coinonia, Crispo Spero Milano, DDM Daniela De Marchi, De Pio, Delicatezzen, Don’t Believe the Hype, DUET the scarf factory, Gray, Haikure, Harris Wharf London, JO!, Kittima, L’impermeabile, Little Rotters, Manurina, ma’ry’ya, Max’n’Chester New York, Micoli, MII, Myths, N°21 # KARTELL, Nico Giani, NU Denmark, Olga Frua, ORA Gold, Paola Fabris, Paula Cademartori # KARTELL, Peech, Mario Portolano, Pret Pour Partir, Puntovita&Arsenice, Re-HasH, Riccardo Comi, Ruffo, Rust Mood, S.U.V. Urban Sun,
Venetian Beads, Scaglione, See Me, Studswar, SuperDuper Hats, Tataborello, Tissué, Unfleur, Victoria Senkpiel Stockholm and White Sand.
The new features, special projects and participations for this edition
_ SUPER TALENTS, new countries to watch
SUPER has always been a dynamic talent scouting platform. The special SUPER TALENTS new countries to watch area points the spotlight at the most interesting creatives on the fashion scene and on the most promising brands, selected in cooperation with Sara Maino of Vogue Italia and Vogue Talents. The protagonists of this edition are talents and designers from emerging scenarios like Thailand, China, Portugal, as well as from Russia and United Kingdom. The names of this edition’s Talents are: Alexander Arutyunov, Inês Torcato, Jirawat Thamrongkittikul, Julia Seemann, Kinabuti, Little Shilpa, Loh, Neous, Percy Lau and Takara Wong.
(see specific press release)
_ MORE DASH: EYE ON THE EAST
the second rendezvous with the scouting project focusing on experimental brands from Eastern Europe
SUPER will present a new focus on the collections of a series of experimental brands from Eastern European which today has become the reference scenario for the new creative wave of fashion. More Dash: Eye On The East is a Pitti Immagine project in collaboration with More Dash, the showroom & PR agency launched by Daria Shapovalova, the founder and creative director of the Mercedes-Benz Kiev Fashion Days.
The brands come from Georgia, Russia, Ukraine, Czech Republic and Lithuania, here are the names: Agne Kuzmickaite, Anouki, Elena Burba, Flow The Label, Gibsh, Jiri Kalfar, Naya Rea, Scenarium, Tamar, and Tatman.
(see specific press release)
_ Paula Cademartori # KARTELL and N°21 # KARTELL
Among the highlights of the new Super there is also the premiere presentation of the new capsule collection of accessories by Kartell à la mode and the Italo-Brazilian designer Paula Cademartori. The founder of her own-name brand of luxury bags and shoes in 2010, Paula is considered to be one of the most promising names in Italian creativity for her design vision, her signature attention to detail and the way she uses color.
Super will also present the new collection that is the result of Kartell’s collaboration with N°21: the advent of the new edition of cult models that combine Kartell’s plastic-processing technology with the distinctive features of the style of Alessandro Dell’Acqua.
_ Atelier & Repairs, vintage in the fashion of the future
Another special participation is the project-installation Atelier & Repairs curated by Maurizio Donadi who is based between Los Angeles and London and has a newly launched on-line e-commerce platform. Atelier & Repairs will showcase some very particular creations, the fruit of the skilled artisan union of iconic vintage garments and accessories and reused materials, revisited with the help of traditional and innovative techniques with great customization potential.
SUPER DIGITAL: the innovative proposal that shines the spotlight on new digital start-ups in fashion and the styling social project by Louis Philippe de Gagoue
Just in from SUPER is a series of brand new initiatives linked to the digital world. The first is THE DIGIT BAR, a special area devoted to a selection of digital start-ups which will present their dedicated services to firms, customers, and the fashion business. At Super, the following start-ups will promote their services to exhibitors and buyers: BRAND-LAND, I LIVE YOU; LISTUPP; POP UP MOB; ROIALTY; SALE SOAR; and STENTLE.
Then there is ANOTHER VISION, the innovative project which is the brainchild of Alessandro Enriquez in collaboration with Pitti Immagine: a special shooting session by Louis Philippe De Gagoue – the Ivory Coast-based photographer, stylist, and artistic director– starring Super’s collections with an artistic-editorial style that is perfectly suited to the world of social networks.
The premiere of JO! by Creative Jordan
The first collection created by a group of young Jordanian designers, a project set up with the support of the European Union and UNIDO
The embroidery and traditional working processes of Jordan are blended with a fresh and contemporary design in the new ready-to-wear collection launched by JO!, the brand set up by Creative Jordan in Amman as part of a Creative Mediterranean initiative. A project that involves seven Southern Mediterranean countries realized by the UNIDO (United Nations Industrial Development Organization).and funded by the European Union and Italy.
SUPER invests in international buyers
Pitti Immagine’s investment in the presence of buyers and members of the international retail trade is consolidated at this SUPER with the participation of a selection of top buyers from Belgium, Denmark, Netherlands, United Kingdom, Russia, Spain and Sweden who are traveling to Milan just to learn more about the new collections presented by the fair’s exhibitors.
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 established a partnership agreement to provide a series of services for its members and make their visit to the fair easier and more functional.