Pitti Uomo strikes a pose

Florence tradeshow reveals the future of men’s fashion

Editorial Staff
June 15, 2006

Are you looking for the newest look? Then theres still time to jump on the fashion bandwagon. This month Florence rolls out the red carpet for vogue looks as the city prepares for one of the most famous trade fairs of the fashion industry. From June 21-24, Florence will welcome Pitti Uomo, the world famous international event showcasing contemporary mens fashion. This far-reaching project, organized by Pitti Immagine and spon-sored by the Florentine Centre for Italian Fashion, has transformed the city of Florence into the capital of menswear creativity. Trade fair organizers expect 23,055 buyers, of which 39.5 percent will come from abroad. The main foreign markets are Germany, France, the United Kingdom, Spain, Holland, Japan, and the United States. Expanding markets for menswear include Russia, Turkey and India. Florences male fashion extravaganza will host 719 exhibiting firms, and will display up to 823 brands at the-59,000 -square meter Fortezza da Basso.  Fashion aficionados can look forward to style-related, city-wide events such as New Beats, an exhibit devoted to fashion debuts that focus on total research brands involved in style experimentation. The Lyceum in Florence will be hosting exclusive previews of 14 collections with names including Og (a completely Italian clothing project), Pseudohero (a British label with a caustic rock spirit), Ocha and Garth, and Pun Chi Man. Designer Roberto Cavalli will return to Florence as a special guest to celebrate this edition of Pitti Uomo. A spectacular event on Ponte Vecchio on June 21 will reaffirm the stylists Florentine roots by presenting Cavallis hometown collection. June 22 is a key day for the Pitti, when Classico Italia will celebrate 20 years of Made in Italy products. Theres also a garden party given by Gianmarco Messor called 30 years of Passion for Fashion at the Villa Finaly. The Messaggerie will sponsor another exclusive fashion show which flaunts its new mens collection in the Sala Ottagonale of Florences Istituto Statale dArte. Pitti Uomos growing interest in more informal styles and the link between fashion and sport is highlighted in its alternative exhibition, Human games: winners and losers. Over the last 15 years, sport has become one of fashions most important driving forces, with clothing, accesso-ries, equipment, photos, videos and advertising campaigns all showcasing the mark sport has made on the fashion industry.  The month-long exhibit, Winners and Losers invites visitors to reflect on sport and its central role in contemporary society. The show focuses on the meta-morphosis of sport from play to competition, from discipline and body care to a universal sector that  encompasses technology, fashion, art, business, medicine and communication. From June 21 to July 21, Stazione Leopolda will promote five different sport and fashion themes: limits, games, mutation, tradition and freedom.  The Pittis hunger for high fashion doesnt stop with menswear. Style-mongers can also enjoy Pitti Immagine Bimbo hosted at the Fortezza from June 30 to July 2, which features an international preview of 2007 spring-summer collections of clothing and accessories for children and teens (ages 0-18), maternity wear and childcare products. Those who love warm winter sweaters can stay tuned for Pitti Filati which previews the 2007-8, autumnwinter yarn collections for the knitwear industry on July 5-7.

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