Super

The Pitti Immagine fair, focusing on uncompromising experimental research, and  dedicated to women’s accessories and prêt-à-porter, will be held from 24 to 26 September in Milan inside a new exhibition space – The Mall in Porta Nuova Varesine. SUPER, the Pitti Immagine fair dedicated to women’s accessories and prêt-à-porter, is celebrating its eighth edition with a series of important new features. It will be held in a new exhibition space: The Mall in Porta Nuova Varesine (Piazza Lina Bo Bardi), in the heart of the city’s most dynamic fashion district, between the historic center and the starchitects’ skyscrapers. With a completely revamped layout, SUPER will occupy an area of nearly 4,200 square meters.  Super with settings designed by Andrea Caputo, the Milan-based architecture and design studio that works with excellent partners around the world. The new design for SUPER springs from the idea of creating a huge “essence board”, a sort of urban catalogue featuring plants, flowers and nature’s own elements as part of the arrangement. The result is a striking composition, a sort of controlled chaos covering every step of the visitor’s itinerary and eliminating any and all hierarchies in the presentations. “The new format of Super relies entirely on research without compromise – adds Agostino Poletto, deputy general manager of Pitti Immagine – we have created a fashion proposal dedicated to the most demanding international buyers, those that have asked for a change of pace, a request we have received with enthusiasm. Our marketing team has been working tirelessly on the international contacts, making selections through our privileged channels, visiting fashion weeks, cities and emerging fashion scenarios, also through inputs coming from social networks. Serious work, of substance – with a dual focus, one concentrated on the global scene, the other on new Italian fashion – on young brands and on extremely high-quality companies, designers who have yet to become well-known alongside more established fashion projects, collections capable of intercepting future womenswear demand.”