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Men's & women's fashion show Prima Mu opens in Sept
Jul '16
Courtesy: Milano Unica
Courtesy: Milano Unica
The FW 2017-18 men's and women's international fashion show Prima Mu, opens its 23rd edition in September in the new exhibition area of Milan Rho in Italy, with a complete restyling.

The show will be dedicated to men's and women's high-end textiles and will showcase textiles and accessories collections developed in close interaction with clients.

“Personalisation is the new code for excellence, luxury and the increasingly demanding clients, attentive to highlighting their unique characteristics,” Milano Unica, the organiser said.

According to Milano Unica, exhibitors are unanimous in confirming that this appointment is exactly what top-end fashion urgently needed.

“This is where fashion becomes substance, where it is forged into shape and colour, like when Michelangelo was personally choosing the blocks of marble to be sculpted,” Milano Unica president, Ercole Poala said.

“Prima Mu showcases an exclusive offering of men's and women's textiles, from which those to be forged into shape will be selected, giving life to the spirit of design,” he added.

“New York's MoMa will dedicate an exhibition to fashion for the first time, so it is not at all out of place to compare our semi-finished and finished products to art,” Poala observed. (AR)

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