Super, the Milan-based prêt-à-porter and women’s accessories show by Pitti Immagine, was held for the first time at a new location, the Padiglione Visconti in Via Tortona 58 (also see: https://www.sportswear-international.com/news/stories/Trade-Show-Discover-Supers-new-evolution-strategy-14267). The show, held one day longer than in the past (from September 21-24, 2018), was characterized by a cool and lively atmosphere and crowded with top Italian and international buyers and insiders. Also the industrial design location expressed a fresher and more fun appeal than previous editions thanks to colorful pop decor elements curated by Archivio Personale design studio.

Super atmosphere
Photo: AKAstudio collective
Super atmosphere

According to first data released by the show, Super registered the presence of 5,900 buyers, 25% more than in September 2017.

Foreign buyers numbered 1,200, 20% of the total, and have increased especially from key markets such as Japan (+14%), Russia (+25%), South Korea (+45%) and China (+50%). Moreover buyers from France and Spain have both doubled.

Super atmosphere
Photo: AKAstudio collective
Super atmosphere

“Everyone liked the new format of Super,” said Agostino Poletto, general manager of Pitti Immagine. “The ‘Super experience’ offered a condensed selection of women’s fashion in a pleasant and stimulating atmosphere for four intense and crowded days.”

 

Super atmosphere
Photo: AKAstudio collective
Super atmosphere

“All this is the result of our even more selected research. plus the new location did its part as it was well integrated with other fashion-related events happening in the Tortona area–both for the space’s characteristics and the areas dedicated to emerging talents and new upcoming fashion scenarios,” he added.

 

The show hosted over 100 brands. Product highlights included the many accessories and curious objects such as fun colorfully printed inflatable lifebelts by French brand The Nice Fleet and carefully crafted bags by Ozy Milano. Other standout items came from fashion brands such as tennis-inspired Vieux Jeu, printed silk shirts and skirts by Dell’Est, Castañer, Scaglione, L’Impermeabile and Shaft Jeans. Also cool was the vast offer of tech objects selected by L10 Trading. This assortment included brands such as Divoom, Fame Master, My Arcade and Polaroid Originals.

 

Dell'Est
Photo: SI Team
Dell'Est
 
Ozy Milano
Photo: SI Team
Ozy Milano
Shaft Jeans
Photo: SI Team
Shaft Jeans

Among collaborations with young designers, the show presented “Super Talents. New Countries To Watch” offering a selection of Southern American labels including Chain (Argentina), Laura Laurens (Colombia) and Nous Etudions (Argentina). It also hosted four talents participating the Mercedes Benz Tblisi Fashion Week and invited a group of emerging designers selected by Fashion & Design Chamber of Armenia.



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