The N.o.w is the new dimension in ready and programmed fashion

Opening September 25, the N.O.W fashion exhibition is the new project that for the first time brings to Milan’s fieramilanocity a selection of companies proposing ready and programmed seasonal capsules and assortments that combine fashion, price and quality.

Until September 28 the event resulting from the synergy between the Fiera Milano Expocts and M.seventy project will be held in a highly impactful exhibition concept. 40 international brands will present collections and accessories for men and women for spring/summer 2010 and capsules for fall/winter 2009-2010. The most representative brands include: American Apparel, American Vintage, Ed Hardy, Jay Coleman, Jay Four, Kaos, Manila Grace Toy G. and Vintage Deluxe.

N.O.W is the first step in a new exhibition strategy that involves only those companies with a vocation for renewal, not only for products but also in the way they interface and communicate with the market.

In a selection of young brands with ready and programmed products that combine fashion, research and service, the event is a modern choice for buyers in terms of value for money and the market.

The innovative exhibition formula is also reflected in the layout: the entrances to individual stands are on a long cement corridor with an enormous black PVC awning and they are closed by doors recovered from old farmhouses. The lighting is provided by a major illumination project that enhances the space. The overall impression is of an enormous showroom that surpasses traditional exhibition fittings.