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Florence’s Fearless Fashion Fair: ModaPrima

Posted on 26th November 2012 | Fashion

Conjure up a large 19th century railway station in the heart of Florence, Italy, and you have arrived at the international fair for men’s and women’s clothing, ModaPrima Firenze.

This weekend, the Stazione Leopolda venue hosted it’s 73rd annual ModaPrima fashion fair featuring ready-to-wear collections and accessories for Fall 2013/14, with a focus on the bestsellers for Spring 2013.

The event has now become the international market’s famed trade fair for “fast fashion” and retailers; welcoming thousands of buyers from around the world to gush over luxurious Italian fabrics and designs.

Now in it’s second edition in Florence, ModaPrima showcased around 150 brands, produced by some of the best fashion firms Italy has to offer. Amongst those to take to the stands were names like Tendenze, Vezzo, Rossana & Co., Bianca Maria Caselli, Flyline, Ann Max, and many more.

Last year, the event saw over 1,500 buyers turn up, 700 of which came from nearly 50 different countries led by Japan, followed by Turkey, Portugal, Spain, and Russia amongst others.

Made in Italy

These days, the modern Italian woman is building a reputation for her fearless attitude towards fashion by boldly mixing colors and textures, much like their multi-tasking lives. One woman familiar with mixing fashion and work, is chic Italian blogger Eleonora Carisi, brains behind the sumptuously feminine JouJou Villeroy blog and owner of concept store, You You, in Torino, Italy.

The store, dedicated to young artists and her own collection “What’s Inside You,” includes several collaborations with Italian and international brands and represents the importance of giving a voice to local and emerging fashion talents.

Similarly, it is through exhibitions like ModaPrima that a platform is provided for smaller brands to reach out to an international market.



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