home FASHION, NEWS Fashionistas flock to Florence for ModaPrima 77

Fashionistas flock to Florence for ModaPrima 77

The 77th edition of international fashion show ModaPrima returns to Florence from November 21–23 at Stazione Leopolda.  


Hosted by Pitti Immagine, ModaPrima is highly anticipated event on the fashion buyer calendar that presents ready-to-wear fashion trends and accessories and, most importantly, previews of next season’s collections. This edition presents 150 Italian manufacturers as well as carefully selected international brands.

Participants from 50 countries are expected to attend, led by Japan, which has represented the largest body of ModaPrima buyers in years past, and including companies from Greece, Great Britain, Hong Kong, South Korea, Ireland, Switzerland, Poland, Sweden and Canada. Last year’s edition saw more than 1,700 buyers, 800 of whom were international.


Pitti Immagine’s online exhibition project e-Pitti coincides with the event to allow buyers to discover new collections and increase business with new contacts. E-Pitti offers a space to access versions of Pitti Uomo, Pitti W, Pitti Bimbo and Pitti Filati, and gives registered exhibitors the opportunity to digitalize their physical stands, prolonging the visibility of their collection.

ModaPrima aims to build relationships among the institutions that support both Italian fashion abroad and the players who work directly in the field of international distribution.


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