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Super the new exhibition by Pitti Immagine and Fiera Milano
Pavilion 3 at Piazza VI Febbraio, Milan will host Super:
240 brands presenting the latest prêt-à-porter and accessories
collections for women.  It’s a new fair, featuring sophisticated
and made-for-retail fashions and lots of new Italian and international talents.

The first edition of Super, the new exhibition project produced by Pitti Immagine and FieraMilano with the cooperation of the Assessorato Cultura, Moda e Design del Comune di Milano and the contribution of CityLife, will be held in Milan during the city’s forthcoming Women’s Fashion Week, from 23 to 25 February 2013.  Pavilion 3, at Piazza VI Febbraio, will host about 240 brands showing their new women’s prêt-à-porter and accessories collections for the 2013-2014 fall/winter season.

SUPER CONCEPT
"Super springs from the need for a truly different trade fair in Milan”, says Agostino Poletto, deputy general manager of Pitti Immagine, "an event that is capable of meeting the new needs of multi-brand stores in a retail scenario that has changed markedly over the past few years.  Super aims to meet the needs of those buyers who want sophisticated fashions and a market sensitive approach of international breadth. For this reason, Super is both a trade fair presenting an extremely composite offering, and a communication event: it rewards innovative product culture, works with the new worlds of accessories and prêt-à-porter, brings together well-established firms and up-and-coming brands in an original way, maximizes young Italian fashion designers, hosts foreign talents and produces sophisticated events.  Super is an Italian and global project, created to bring the attention of international markets back to Milan, to open up the city again, making it a brilliant, indispensable feature of the fashion calendar”.

SUPER SPACE
The characteristics of Pavilion 3 in Piazza VI Febbraio help define and support Super’s business and marketing goals.  It is a magnificent example of rationalist architecture from the 1920s, with a ground floor of nearly 10 thousand square meters and a raised gallery – about 4 meters above the floor – running all around.  The exhibition area is designed by architects Peter Bottazzi and Denise Bonapace who, with their theatrical experience have created a modern, elliptical structure with several aisles that evokes the pavilion’s original atmosphere (it was used as a velodrome), with pre-furnished totally open vendor stands.  The primary materials are charcoal structures and mirrors with some colored inserts, while tall vertical elements serve to attenuate perceptions of the ceiling’s soaring height, making the overall impression dynamic and comfortable.

SUPER NUMBERS
_ around 240 brands presenting their new collections of women’s prêt-à-porter and accessories collections for the fall/winter 2013-2014 season;
_ over 30% of the brands from abroad;
_ accessories collections: 60%; prêt-à-porter brands: 40%.

SUPER SCOUTING AND SUPER TALENTS
Research and innovation were the main indicators used to select the collections for Super.  Italian and foreign brands – some of which do not normally participate in trade fairs -  chosen for their innovative and experimental approach to fashion products, as well as their knowledge of new international distribution strategies.  Names like: Alessia_Xoccato, Arthur Arbesser, Avec Moderation, Camo, Charline De Luca, Conservatoire Internationale de Lunettes, D-Due, De Tomaso, Gaetano Perrone, Kuboraum, Lika, Mattjs, Mo-saique, Mrs. Design, See Me, Simona Vanth, Suzanne Susceptible, Var/City, What’s More Alive Than You, WLNS – Wellness Cashmere, Zanchetti.              
A special place will be reserved among the brands attending the fair for the Super Talents, a selection curated by Sara Maino, who has long been involved with Vogue Talent, with the aim of giving greater visibility and a more precise identity to good designers with a penchant for research, who are knowledgeable about the market and - at least for now – far from the limelight.  The Talents for this edition are: 1. Dark Level, Akong London (Gran Bretagna), A-Lab Milano, Carlo Contrada, Caterina Gatta, Flavia La Rocca, Francesca Evangelista, Francesco Ballestrazzi, Giancarlo Petriglia, Guen, Gianni Serra, Isa Arfen (Gran Bretagna), L’F Unisex, Licia Florio, Mariù De Sica, Natar Georgiou (Cipro), Paolo Errico, Paul Andrew (Stati Uniti), Roberto Fragata, San Andrès Milano, Superduper Hats.

SUPER CLUB
Super will offer a close-up of rigorously haut de gamme women’s fashion.  The companies attending include several key names in Italian and international fashion, well-established companies already present in the boutiques and department stores of the most important cities around the world.  With brands like Herno, Camo, Uptobe, Hancock, Lardini, Allegri, PTOW, Ma’ry’ya, Leitmotiv, Suzanne Susceptible, Mattijs Van Bergen, Eribé, L. Venturini, Scaglione, Resho and RVR.

SUPER REQUIRED
One of Super’s special traits is its focus on beautiful, creative and dynamic accessories.  Now more than ever, they determine the level of personalization and identity of multi-brand stores and department stores.  Super will present a wide range of accessories collections, from the first lines of leading international fashion brands and designers such as Alejandro Ingelmo, Antonio Berardi, Camilla Skovgaard, Guillaume Hinfray, Jil Sander Navy, MCQ, Pierre Louis Mascia Atelier, Proenza Schouler, Rochas, See by Chloe', to brands that produce the season’s must- accessories, with names like Ayala Bar, Bothos, Candy & Grace, Carla Perretti, Hipanema, Jeffrey Campbell, Le Pandorine, Leghilà, Manebì, Mou,  Reinhard Plank, Underground.  
SUPER EXHIBITIONS/SUPER INSTALLATIONS:
Super is also a dynamic host for the presentations, installations and performances that will feature mainly new talents during the three days of the fair.
Super Exhibitions will be held in a dedicated area inside the exhibition and will feature the collections of Caterina Gatta, Francesco Ballestrazzi, Carlo Contrada, Giancarlo Petriglia, Gianni Serra and Arthur Arbesser who will each present a unique mise-en-scène and interact with the public.  
And… among the first-time-ever-in-Italy projects, Super will present two names that are already known to the international fashion audience for their collections that straddle the fine boundary between fashion and art.  The stars of Super Installations will be: Sophia Webster, rising star in British shoe design, who transforms footwear into extraordinary, colorful artworks and Marga Weimans, the Dutch designer who has created a truly spectacular prêt-à-porter collection combining the worlds of architecture and fashion.

THE GREEN CLOSET: THE SPECIAL PROJECT FOCUSING ON "BRIT ECO-FASHION”
Organized by UK Trade & Investment (UKTI) and the British Consulate-General in Milan, in cooperation with Pitti Immagine, this, the third edition of The Green Closet, will be presented in a dedicated area of Super.  The event will be shining the spotlights on 10 UK brands featuring sustainable clothing and fashion accessories to show Italian and international buyers that it is indeed possible to combine quality and design with environmental sustainability.

Super the new exhibition by Pitti Immagine and Fiera Milano

Press/image PITTI IMMAGINE
Categoria: #Release | Visualizações: 788 | Adicionado por : netoangel | Tags: Moda, exhibition, Pitti Immagine, fashion, luxury, super, Fiera Milano | Ranking: 5.0/1
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