As it continues to wave the Made in Italy flag in international markets, the Italian Trade Agency is gearing up for Chicago Collective and will take 62 brands to a dedicated area on the show floor. The premium menswear fair will run from Aug. 6 to 8.
Paola Guida, deputy trade commissioner, head of fashion and beauty division at ITA, said “the U.S. market, especially when it comes to menswear, has proven particularly interested in new-generation brands, favoring SMEs.”
Men’s ready-to-wear contributed $727.5 million to that figure, while leather footwear exports stood at $460 million, for example. “The country is huge compared to Italy or even Europe, so each area in the U.S. represents a market of its own. Except for hyper-luxury brands selling across the board, products and designs sold on the East Coast are very different from those on the West Coast. Ditto for Florida or the Midwest,” she said. “There are so many components factoring in, such as ethnic representation, macroeconomic conditions, education level,” she added.
ITA is bringing 62 brands to the Chicago fair, around 50 of which are returning after showing at the winter edition, a sign of its relevance and brisk business activity, Guida said. Overall, there will be more than 100 Italian fashion companies on display, including those that were not supported by ITA.
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