Italian textile industry show Milano Unica has changed the date of the winter show. Now it will be held in July instead of September. One reason for the change is the show had lost some ground in the last few years. So this decision means it will be held in advance of other textile events. Last year Milano Unica launched 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.
Though it will not be easy for companies to present their collections two months ahead of the traditional autumn event, the decision to bring the date forward is a swift response to the changes the fashion world is going through. 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.
Milano Unica has been created through the tradition of five Italian exhibitions, Ideabiella, Ideacomo, Moda In, Prato Expo, Shirt Avenue. The project is held twice a year and presents the finest quality products from both Italian and European textile manufacturers. The name Milano Unica represents the three essential characteristics of the textile fair, singular, exclusive, united.
