Pitti Uomo 104: the game is on
Nicola Mira
For the summer session scheduled at the Fortezza da Basso in Florence on June 13-16, the Pitti Uomo menswear show has adopted as its theme the tagline ‘Pitti Games’, which fits hand in glove with the cheerful buzz heralding the event. The choice of ‘Pitti Games’ as the theme for the show’s summer session is not accidental: “we have envisioned Fortezza da Basso as a giant gaming table, where we can have fun, take risks, bet on ourselves and our strategies, consider our opponents and partners, step out of our comfort zones, and make a few daring moves. Acting like individualists as much as team players,” said Agostino Poletto, managing director of Pitti Immagine, the show’s organiser.
The watchword is ‘playing’, getting involved in a challenging, creative game that rhymes with energy, commitment and the desire to win. Elements
Menswear will of course be the main focus, alongside lifestyle products and those dedicated to summer outdoor pursuits, from beachwear to camping and hiking accessories. There will again be a section dedicated to pets, which premièred last year, and a revamped setting for the I Go Out and S|Style sections.
Pitti Uomo 104’s format will feature some of the innovations introduced at the January session, as the show strives to broaden and enhance its exhibition solutions. The result is a vibrant, fluid show experience within the Fortezza, enlivened by plenty of unique solutions and cross-over features, mirroring the market’s new requirements.
Californian designer Eli
During Pitti Uomo 104, Fendi
Pitti Uomo 104 will feature several launches and major come-backs, as well as special anniversaries and collaborations. ArenaThe Woolmark CompanyFila
Japanese camping equipment brand Snow Peac will be back in Florence with a double presence, in the I Go Out section and the Fortezza’s outdoor space. Making their come-back are also leading German contemporary label Drykorn, once a regular Pitti Uomo exhibitor, and Giuseppe Zanotti
Among this summer’s new entries, Liverano & Liverano Atelier, a bespoke tailor from Florence, and German contemporary tailoring label Carl Gross, which will exhibit at the Sala delle Colonne. Roy Roger’s will present a collaboration with US workwear retailer Dave’s NY, while Cycle will launch a capsule collection developed with artist Sexs Dreams. The emerging talent support project sponsored by Incotex Blue Division will have its own showcase, taking over the shop windows of the RinascenteIstituto Marangoni
Making their international debut in Florence are also the Do label, founded in the city by designer Domenico Orefice and backed by PolimodaZegna
“People are keen to meet again in Florence. This is what we perceived in the months when we were busy preparing this new edition of Pitti Uomo. In a year that is surely far from easy for the industry we represent, our event is increasingly attractive, and is chosen and recognised as the essential showcase where exhibitors can gain visibility and meet their international clients,” said Raffaello Napoleone
