Milano Unica show brings session forward from September to July

Milano Unica launches a revolution. The leading Italian textile industry show has changed the date of the session dedicated to winter collections, bringing its customary September edition forward to July, on a date that has not yet been specified.


Milano Unica will be held in July instead of September - Milano Unica ph Erdna

The Italian trade show has lost some ground in the last few years, and this decision means it will be scheduled well in advance of the other textile events. Milano Unica had already tested the market's reaction last year, by launching Prima MU, a small show dedicated to pre-collections. But, with the September edition hot on its heels, Italian fabric manufacturers were not able to handle two events so close to each other.

"The decision to bring the date forward is a swift response to the changes the fashion world is going through," explained the President of Milano Unica, Ercole Botto Poala, who admitted that "it will not be easy for companies to present their collections two months ahead of the traditional autumn event."

"But I would like to encourage everyone to make sure that the first July edition is prepared in the best possible way, in order to bring to the marketplace the most complete collections available," he urged in a press release.

"If they will do so, they are very brave," stated to FashionNetwork Gilles Lasbordes, General Manager of the Première Vision trade show, on the occasion of the French textile show's opening. It remains to be seen whether buyers will place any orders in July, or whether they will be simply happy to view the collections, preferring to wait before committing themselves.

Translated by Nicola Mira

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