The curtain rises on Milano Unica Shanghai S/S 2019

Milano Unica’s Asian edition opens its doors today: from 14 to 16 March, Italian textile companies will showcase their S/S 2019 collections at the elegantly appointed Milano Unica Pavilion, in the Intertextile show.

The excellence of Made in Italy products is increasingly sought out and valued by Asian buyers: this is borne out by the numbers and the high quality of the clients who visited the last edition in Shanghai, as well as the growing number of Chinese buyers who attended Milano Unica Milano this past February.

Millennials are one of the most important consumer targets in this market: today, a substantial part of luxury purchases are made by young, informed and demanding consumers, who are attracted by personalization, uniqueness and, increasingly, technology. In fact, interest in hi-tech is growing in the Chinese market, and the apparel sector is no exception: Italian companies are perfectly positioned to satisfy this need, with a highly specialized, top quality product range.

The Milano Unica Pavilion also presents the "Tendenze", that was a central part of the 26th edition of Milano Unica, in February, whose theme was “Save the Planet”. An appeal for sustainability that is designed to engage the Chinese public, whose awareness of the importance of the issue is on the rise. And a very important added value as well, further enriching the offering of Italian textiles.