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Florence is having a special fashion weekend this fall as the 81st edition of international fair ModaPrima returns to Stazione Leopolda Nov. 20–22.

Hosted by Pitti Immagine, ModaPrima presents ready-to-wear fashion trends, accessories and previews of next season’s collections by Italian manufacturers and a few selected international brands.

Participants from over 50 countries – led by Japan, which has represented the largest body of buyers since the fair’s inception – will attend the showcase.

The last edition of the show, in May, was attended by over 1.600 buyers, of which less than 800 coming from over 50 countries.

ModaPrima is one of the fashion events that gives back to Florence a primary role in the international world of fashion.

The quality ready-to-wear products realized by the Italian production districts are also going through a complex, relatively restrained phase with regard to the domestic market as well as the international scenario, but that the focus on internationality is definitely the direction in which we should be investing,” said Agostino Poletto, deputy general manager of Pitti Immagine who also remarked “the quality of the international visitors and the great feedback from the almost 60 exhibiting companies which, over the three days of the fair, presented around 120 new product lines,” pointing out how “the important collaboration launched several seasons ago with the ICE – Italian Trade Agency was again a success, bringing to the fair a delegation of qualified buyers from South Korea and the United States who greatly appreciated the collections and new ideas proposed by our exhibitors and, in general, the exhibitive quality of the fair”.

For future editions we will continue to focus on international promotion, because we consider this to be a fundamental element for the fair and for the entire sector it represents”, concluded Poletto.

The event prepares for the biggest fashion fair by Pitti Immagine, Pitti Uomo, taking place next January.

BOX1 :

ModaPrima 81 | Nov. 18-20

Fashion & accessories collections for a/w 2017/2018.

Entry Hours

9.30 am – 6.30 pm

Last day

9.30 am – 5.00 pm

Box 2 (this box can be avoided, up to you Narine):


A point of reference for fashion produced for large scale retailers who present their latest products to an international audience, Modaprima turns the spotlights on around 100 collections produced by Italian brands and a few European manufacturers.


A section is dedicated to accessories, the fundamental drivers of fashion. Modaprima presents proposals for buyers looking for new ideas.


The fair will showcase collections produced in Italy with an international appeal created for a dynamic and constantly evolving retail trade.


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