Messe Frankfurt hosts Milano Unica in New York
It’s clear that German-Italian partnerships work in textiles. Having welcomed Milano Unica’s Chinese edition at its trade show Intertextile Shanghai, Messe Frankfurt has announced that it will also work together with the Italian show in New York. The German and Italian organizers have signed a partnership agreement to this effect. In January, at Pitti Uomo, Italian deputy minister of economic development Carlo Calenda mentioned plans for a Milano Unica New York beginning this year as part of the Made in Italy campaign.
To achieve this goal, as in China, they decided to keep things simple by organizing a show-in-show (basically like a shop-in-shop) as part of the major event Texworld USA. This is while Première Vision responded in February calling on Italians to continue to participate in the French event in New York, and even to increase their numbers.
In the US, the Italians will help the Germans to move its image upmarket, although statements from each indicate that Milano Unica will have its own entrance and will decide which visitors will be able to enter. Milano Unica will thus join Texworld and Apparel sourcing at the Javits Convention Center from July 21-23, during NYC Textile Week.
Messe Frankfurt and Milano Unica have additionally extended their partnership in China. Having begun in 2012, the contract has been extended by two years, or until the events to be held in March 2017. The last Intertextile Shanghai ended on March 20.
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