Super: New Fair Debut In Milan
15 Feb. 2013
Super Debuts In MilanThe first edition of Super, women’s accessories and prêt-à-porter, will debut in Milan, 23-25 February 2013. The show will take place in Pavilion 3, a historical location and a magnificent example of rationalist architecture from the 1920s, in Piazza VI Febbraio. The initiative is a project by Pitti Immagine and Fiera Milano produced in cooperation with Comune di Milano and Citylife.
The show will present about 240 brands of womenswear pret-à-porter and accessory brands for f/w 2013/2014. About 30% of them are foreign brands, 60% of them are accessory collections and 40% are pret-à-porter brands.
Among accessory collections participating the show there are Proenza Schouler, MCQ, Jil Sander Navy, Antonio Berardi, Rochas, Stephen Venezia, Yvone Christa New York, Ayala Bar, Claudio Cutuli Cult, Camilla Skovgaard and Guillaume Hinfray. Clothing brands include: Allegri, Altea, Herno, Camo, Uptobe, PTOW, Ma’ry’ya, Leitmotiv, Sebago, Volta Footwear, RVR Lardini and Scaglione. Young designers include: Kuboraum, Alexi_Xoccato and Avec Moderation.
Six upcoming talents selected together with Vogue Talents will present their collections within the Super Exhibitions section of special presentation, alays held inside the show. They are Caterina Gatta, Francesco Ballestrazzi, CArlo COntrada, Giancarlo Petriglia and Gianni Serra. Two extra Super Installations taken care by FOndazione Pitti Discovery will focus on Sophia Webster, newborns start of the Birtish design scene specialised in footwear design, and Marga Weimans, Dutch designer specialised in creating spectacular sculpted clothing pieces.
The show's location is especially striking since the pavillion occupies nearly 10 thousand square meters and it is a splendid example of architecture from the 1920s: an elliptical structure with several aisles that recreates the pavilion’s original atmosphere (it was used as a velodrome), with fully open individual stands. The area was designed by architects Peter Bottazzi and Denise Bonapace, who bring their theatrical experience mixing inspiration from the sports and fashion world altogether.
“With Super we are mainly targeting quality multi-brand stores”, is how Agostino Poletto describes the new Pitti Immagine – Fiera Milano fashion fair, “those independent retailers, in Italy and abroad, who now want to work with sophisticated, experimental collections and quality products. In particular the collections we are offering are both high-end designers collections or second-line designer brands. We are presenting only 40 brands that already participated our old womens fairs held oin the Tortona areas. the rest is the result of our international scouting.”
“One of Super’s objectives”, adds Antonio Cristaudo, marketing manager for the project, “is to bring many of the edgy and contemporary fashion labels, that usually don’t participate in trade fairs, to Milan in an innovative context. They will be featured alongside of a carefully selected group of established names that already have a stable presence on international markets that all offer high quality and styling and use a sophisticated distribution policy. And, there will be a group of brands that capture the spirit of the times, the fashion season’s Zeitgeist with a capsule collection or perhaps a single product. And finally, there will be emerging talents prone to experimentation in a dedicated section curated by Sara Maino from Vogue.it, with lots of names making their market debuts”.
Maria Cristina Pavarini
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