Pitti Super exhibition in collaboration with More Dash agency finished the second joint season of a unique project MORE DASH: EYE ON THE EAST.


The best 10 Emerging Eastern European designers represented their Spring-Summe’18 collections – Biyani (Armenia), Chakshyn (Ukraine), Factive Face (Russia), Gasanova (Ukraine), Gibsh (Ukraine), Janashia (Georgia), Jiri Kalfar (Czech Republic), Nastasia Klimt (Ukraine), Look Wearing (Armenia), Roly Poly (Ukraine). The special showcase took place from 23th till 25th of September as a part of Milan Fashion Week.

Thanks to the Pitti SUPER exhibition a lot of brands from all over the world have gotten a chance to be seen by international buyers and press, to increase their brand’s recognition and to start global sales. For the second time the exhibition took place at the new location of The Mall in Porta Nuova (Piazza Lina Bo Bardi 1), just a few steps away from Piazza della Repubblica, a truly unique venue for its beauty and centrality, situated in the heart of Milan’s fashion district. In the three days of Super – which showcased the new collections of 144 womenswear brands (50% Italian, 50% from abroad) – about 5,100 buyers arrived at the show, of which nearly 20% were international coming from more than 50 foreign countries.


Each season an international showcase Vogue Talents is also held at this platform under curation of Sara Maino on behalf of Vogue Italia and Vogue Talents. For the second time Natalia Modenova and Daria Shapovalova are invited by the organizers to choose and curate the best Eastern-European talents.


“We are glad to make this project together with Pitti Immagine team. Expertise and experience are great, level of the organization is outstanding and we are happy that designers have such a great opportunity to be presented during Milan Fashion Week thanks to SUPER. We continue to develop More Dash Eye on the East project and expand in new directions and will announce it as soon as all the details are confirmed. The cooperation with Pitti Immagine is a strategic decision, as they are organizers of the best Italian fashion fairs, including Pitti Uomo, which gave a ticket to the international sales of several Ukrainian designers who are now the undisputed leaders – Anna October Anna K, Paskal. After great number of seasons, spent on the world’s major fashion weeks, we are sure that the base of Pitti SUPER is the most effective for young brands to enter foreign markets, building brand’s positioning and receiving the first orders. It is an honor for us to oversee the selection and organization of representation of all designers in the Eastern European region so important for Milan Fashion Week event for the second time in a row.” – said co-founders of MORE DASH and curators of MORE DASH: Eye on the East showcase Natalia Modenova and Daria Shapovalova.


The Pitti Immagine show devoted to women’s prêt-à-porter and accessories ended its ninth edition in the new headquarters of THE MALL in Porta Nuova, once again with very positive feedback and results, both in terms of buyers and exhibitors, who confirmed the new course set into motion by the show. The top 15 foreign markets are 

headed by buyers from Japan, followed by Germany, China, Spain, France, Switzerland, Belgium, South Korea, United Kingdom, Russia, Austria, United States, Greece, Hong Kong and Taiwan.


“We are thrilled to partner again with More Dash and to present a new selection of promising and emerging designers coming from Eastern Europe, one of the most fertile areas for the new creativity in global fashion. Super fully confirms the role that it has carved out for itself on the women’s fashion scene in Milan”, says Antonio Cristaudo, Pitti Immagine marketing and development manager. “And it’s not just a question of numbers – with the total number of buyers confirming the levels recorded at the last edition in September – but rather the positive feedback and results received over the three days of intense activity.  Buyers appreciated the show’s mix of brands, which were well-appointed and rich in unique ideas for their research: among the new brands, firms of great quality and emerging names from new international scenarios. There was then a clear and functional exhibition itinerary, highlighted by a sophisticated setting of great impact:  also these elements of great help to buyers, and certainly features that allow Super to stand out from other events.  Once again, the location was an added value, for its central position and beauty of the setting.  The buyers instead were of top level: among them the very best cutting-edge boutiques from Italy and abroad, as well as some of the world’s leading department stores”, – said the CEO of Pitti Immagine, Raffaello Napoleone.


“In general, it was clear from the very beginning that this is a trade show, not a showroom. Bayers there are looking for either art or fairly cheap brands. The were a good press on the exhibition and there are already several publications.” – said the designer from Ukraine Anton Yakshyn, Chakshyn.


“For all young designers, the exhibition is a good experience and the prospect of finding new customers, as well as showcase your product to the press. For our brand it was a great opportunity and we are happy to participate in this project, as well as to increase the base of interested buyers,” – said the designer from Ukraine Daria Anisimova, Roly Poly.


“For the first season I am satisfied with Pitti Super exhibition, I had no expectations for orders, it was just introducing my brand and PR, but from the first days there were a lot of buyers who were really interested in brand details for example: delivery of collection, factories of fabrics which I use and etc.”, – said the Georgian designer, Gvantsa Janashia.

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