Pitti Uomo: a drive towards internationalisation and researchPitti Uomo returns with a new appointment for producers, distributors and retailers, offering them a look at the SS 2018 season of men’s fashion. From 13th to 16th June in Florence.
An edition that arrives during a moment that is not exactly the best for Italian fashion, which put 2016 behind it with a barely perceptible +1% in turnover, equal to 52.9 billion euro, finding its most dynamic markets in the EU. While Italy is still at a standstill with -5%, on the rise once again are Spain, France, Germany, and the UK, which seems to have not felt the effects of Brexit. There was a less than stellar performance from non-EU countries, the USA (-5.6% that arrives however after the +17% of 2015), and Asia, which slowed down its growth with the exception of Japan that has been encouraged by the 2020 Tokyo Olympics.
In this context, in June, the 92nd edition of the show dedicated to menswear fashion will present itself with a redesigned route and an expansion of the sections that represent today’s most contemporary experimental menswear styles: Make, which for the first time brings its luxury artisanal designer labels to the Sala della Ronda, Unconventional that doubles its exhibiting area, extending its proposal of luxury underground styles to both of the Archives. Even Touch!, with its cutting-edge styles, moves to the Medici Pavilion, while Futuro Maschile is growing, adding the Arena Strozzi to its historical location of the Sala delle Nazioni. All starting from the heart of the event, the Pitti Uomo selection with the excellence of the new classic firms and the brands that express the modernity of sportswear.
A total of 1,220 brands will exhibit at the Fortezza da Basso: of these, 44.2% are from abroad, while the experimental brands are now 600 in number. Numbers that allow for a complete formulation of the menswear universe. As usual, the four days of Pitti Uomo will be enlivened by events, initiatives and launchings of new projects that will also involve the city of Florence, with their original formula that brings together fashion, art, and performance. It all starts with the theme of the fair “Boom, Pitti Bloom”, which will characterize with its flowers – artistic, excessive, digital… – the entire layout of the Fortezza.
Among the many events on the calendar, will also be included the inauguration of the exhibition “The Ephemeral Museum of Fashion” curated by Olivier Saillard at Pitti Palace, and special guests JW Anderson and Virgil Abloh: the former with a fashion show at Villa La Pietra, and the latter presenting the pre-collection of its brand Off-White. There are also high expectations surrounding the “first time” of Christian Louboutin at Pitti Uomo, with a special project: the launching of a collection of basketball shoes. Hugo Boss, instead, is now its third collaboration with Pitti Uomo, presenting its fashion-forward Hugo line with a special show at the Manifattura Tabacchi.
The talents under the spotlight at this edition are: Federico Curradi and the Alanui di Nicolò brand and Carlotta Oddi, for Italy, while foreign talents will be represented by Australia as the Guest Nation, which, thanks to its collaboration with The Woolmark Company, brings eight young Australian designers to the Lower Level of the Main Pavilion. Moreover, thanks to the collaboration with Tokyo Fashion Week, six young stylists will exhibit their collections as part of Unconventional and the stylist Yoshio Kubo will present his unique style in a special fashion show.
Even Milan will be tied into Pitti Uomo with two special initiatives. The first brings a capsule collection of accessories and basic items to the La Rinascente in Milan, featuring the title-theme of the fair “Boom, Pitti Bloom”. The second is launched in conjunction with Pitti Uomo, and will end with Milano Fashion Week: the open-air photographic exhibition “The Modern Man”, which celebrates male elegance in a series of shots that will be presented on via Montenapoleone in Milan.