The summer 2021edition of Super has been suspended
News
Edition 17
27.07.2021
“18 months have passed since the last edition of Super in the Visconti Pavilion on Via Tortona” says Agostino Poletto, general manager of Pitti Immagine, “months in which fair activities in Milan have come to a halt due to the health emergency. We recently reopened the fairs in a physical format in Florence. This entailed a huge commitment on the safety front with results which, due to the context and the times in which we had to work, was judged very flatteringly by ourselves as well as the Italian and foreign members of the trade. For this reason, we carefully evaluated the idea of also reopening Super during the next women’s fashion week in September but we were forced to acknowledge that the current anti-Covid procedures and the relevant regulations concerning social distancing strongly limit the use of the space and the consequent possibility of involving a representative number of brands. Therefore, we have decided to also suspend the September 2021 edition of Super”.

“Pitti Immagine’s objective of working on the international valorization of experimental women’s collections remains intact” continues Poletto “but we realize that this lengthy break requires, on our part, an attentive analysis of the evolution of the reference market – also in a prospective sense – and a more than necessary reflection on the exhibition formats and the physical and digital integrated promotional programs. In October we will be presenting the new Pitti program for women’s fashion”.