The 37th edition of Milano Unica kicks off

milano unica 37

From 11th to 13th July, the high-end fabric fair returns.

With the new edition of Milano Unica, the Milanese city confirms itself as the capital of international fashion. As per tradition, also this year, in the spaces of Rho Fiera, introduces new and trendy fabrics for Fall-Winter 2024 fashion collections.

Selected manufacturers, embedded in a highly skilled environment, interface with industry professionals who can find the most complete and high-quality selection of high-end fabrics.

Sustainability as main protagonist of this edition

Many new features and themes revolve around in this edition. First among them is sustainability. Fashion, linked to its production systems, often endangers biodiversity, exploits soil and causes pollution of waterways.

The existence of healthy ecosystems is therefore a necessary condition for the production of many fibers and materials used in the textile industry. Therefore, producers cannot fail to activate a series of initiatives to protect the environment.
So it’s also important to set up production from the perspective of a circular economy, capable of reusing materials in subsequent production cycles, minimizing waste.

A glimpse into the future

But this edition also looks to the future with an immersive experience in the Metaverse.
In the words of Alessandro Barberis Canonico, President of Milano Unica: “The Metaverse is one of the new channels of communication and branding and it certainly represents an opportunity for Milano Unica to make its content increasingly effective not only to its target audience, but also to new generations. Our goal is not to recreate reality in virtual reality, but to enrich the experience at the fair and amplify its values.”

Then a new digital service joins the already existing e-MilanoUnica Connect project and App, designed to make visiting the fair easier. Milano Unica will therefore offer an even more immersive experience thanks to the Metaverse, within which physical people will be able to move, share and interact as in reality, but by canceling its spatial limitations.

Thanks to the collaboration with PwC Italy, which implemented the project, visitors were also invited to the event through augmented reality for the first time.

Milano Unica will also be replicated from 28th to 30th August in Shanghai.


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