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Prima Mu, Milano Unica’s show for international fashion begins in September

The F/W 2017-18 men’s and women’s international fashion begins in Milan: PRIMA MU, the jewel of Milano Unica’s textiles and accessories. The Fair would open its September 23 in the new exhibition area of Milan Rho with a complete restyling dedicated to men’s and women’s high-end textiles and will showcase the textiles-accessories collections developed thanks to close interaction with clients and with the trends identified at PRIMA MU when the collections are still in progress and can be further personalized. Personalization is the new code for excellence, luxury and the increasingly demanding clients, attentive to highlighting their unique characteristics.

The 22 edition of PRIMA MU was a success, the second in a row. In a location that anticipates the elegance that will characterize the new exhibition area in September, exhibitors would unitedly underscore that each contact has been targeted and profitable. Exhibitors are also unanimous in confirming that this appointment is exactly what top-end fashion urgently needed.

The market, increasingly fragmented into numerous niches in terms of trends and products and also more demanding in terms of quality and sustainability, has found a home that anticipates production times. Branded shops will fill their spaces with innovative content, according to the new timeline of today’s fashion.

Through them, Italian accessories and textiles, supported by a select European and Japanese offering, will reach the most important display windows in the world, with that touch of originality that springs from product customization.

Milano Unica has thanked the Italian Ministry of Economic Development, its international operating arm ICE Agency (Italian Trade Promotion Agency), Sistema Moda Italia (category association) and the Municipality of Milan, which, with different roles and modalities, have financed and supported Milano Unica’s global initiative.