Saturday 11 Monday 13 February, the sixteenth edition of will be staged Picture Italy & What., the international exhibition dedicated to underwear and lingerie, in Florence in the Fortezza da Basso. Organized and promoted by Underbeach, company active in the production of events and fairs including Maredamare, Picture Italy & What. is today an absolute reference on the international scene, both for the formula and for the proposal put forward. Eventi, parades, presentations and insights in the usual informal atmosphere, will liven up the spaces of the fair. Over one hundred and fifty international brands will present their winter collections to customers from all over the world.
Sustainability and circular textiles will be one of the themes of this edition to which a special area will be dedicated, teaching and product, designed with the aim of stimulating informed purchases for a more modern lifestyle. The initiative will culminate with a catwalk show, on Saturday, with the most innovative garments and with a green attitude. The show will be preceded by a speech by Dario Casalini, founder of Slow Fiber, and will be followed by a tasting of local products 0 selected by Slow Food.
A project in which the organizers believe very much and from today it will represent a cornerstone of the Underbeach events.
Now an international reference platform for the world of lingerie and underwear fashion. Picture Italy & What. increases the presence of international buyers thanks to the support of the ICE Agency which has developed the incoming of big international players from South America, India, Kazakhstan, Usa; thanks to the collaboration with the magazine Cyl which organized the incoming of Spanish buyers; to the collaboration with Fashion Sfera, large online business platform dedicated to 100% a lingerie, swimwear, home clothing that will bring a large delegation from the CIS countries and finally thanks to the direct incoming carried out by Underbeach which at each edition activates communication and information at over 3.000 European shops.
Picture Italy & What. does not forget the national market by developing contacts beyond 8.000 stores in Italy and hosting approx 200 buyers selected by participating companies. Extra-Ordinary Area, organized and set up in collaboration with INTIMA Group, will highlight the Sensuality fashion trend, exclusivity, quality, uniqueness. The new extraordinary, that is, the brands' evocative and imaginative lingerie proposals, carefully selected by Linea Intima: Amber, Antifreeze, Aubade, Brigitte Bardot, Chantelle X, Clara, Freya, Hanky Panky, Journal, Lise Charmel, Louisa Bracq, Oscalito, Paladini, Pierre Mantoux, Rosa Faia, Simone Perele, Wacoal. These companies will be the protagonists of a fashion show to rediscover sensuality which will be held on Sunday 12.
Syllabus
Saturday 11 FEBBRAIO
12:00 Collective Fashion Show
Sfilano: Acquadicocco, Annette Lingerie, Antifreeze, Brigitte Bardot, Calida, Chantelle, Chantelle X, Fida Lingerie, Lise Charmel, Mey, Morgan of you, Oscalito, Passionate, Promise, Simone Perele, Wacoal Area Sfilate – Fashion Show Area
10:30 – 17:30 Speed Meeting
The brands introduce themselves
Area Speed Meeting
14:00 Tasting at La Cura Winery Private event – Buyer Lounge
15:00 Ubk Company Co. Trends Parade: Fitin – Fitin Lounge Inesrocca – Milan #41. Area Sfilate – Fashion Show Area
17:00 Dario Casalini Speech author of the book Vestire Buono Pulito e Giusto and founder of Slow Fiber
followed by Sustainability Collections Fashion Show dedicated to the sustainability theme of selected brands
Area Sfilate – Fashion Show Area
from 18.00 Tasting of local products selected by Slow Food Toscana Fashion Show Area - Fashion Show Area
All day: Make Up & Barber available to visitors at the Beauty Corner stand
Sunday 12 FEBBRAIO
12:00 Collective Fashion Show
Sfilano: Acquadicocco, Annette Lingerie, Antifreeze, Brigitte Bardot, Calida, Chantelle, Chantelle X, Fida Lingerie, Lise Charmel, Mey, Morgan of you, Oscalito, Passionate, Promise, Simone Perele, Wacoal
Area Sfilate – Fashion Show Area
10:30 – 17:30 Speed Meeting
The brands introduce themselves
Area Speed Meeting
12:30 Welcome cocktail by Cyl Moda Íntima sponsored by Chantelle, Simone Perele. Private event – Buyer Lounge
17:00 Extra – Ordinaire Fashion Show. Sfilano: Amber, Aubade, Brigitte Bardot, Chantelle, Clara, Freya, Hanky Panky, Journal, Lise Charmel, Oscalito, Paladini, Pierre Mantoux, Rosa Faia, Simone Perele, Wacoal
Area Sfilate – Fashion Show Area
from 17:30 Happy Hour Aperitif, Relax Area Sfilate – Fashion Show Area
All day: Make Up & Barber available to visitors at the Beauty Corner stand
MONDAY 13 FEBBRAIO
8.30 – 9.30 Goodbye Breakfast
Meeting between companies and organizers
Area Buyer Lounge
All day: Make Up & Barber
available to visitors at the Beauty Corner stand
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