Pitti in the city

Mens fashion fair honours the past, forecasts the future

Editorial Staff
June 14, 2007

From June 20 to 23, Florence will once again be host to Pitti Uomo. After 72 editions, this prestigious trade exhibition has become one of the world’s most prominent events showcasing contemporary men’s fashions. A vast array of international buyers from top department stores and leading retailers will be on the lookout for new fashion trends, innovative design and high-quality apparel for spring-summer 2008. More than 600 design houses, introducing 820 labels will fill 59,000 square metres of exhibition space.

 

This year’s edition seeks to create a new map of men’s fashions, explained Pitti Immagine CEO Raffaello Napoleone ‘It is here in Florence that business can dialogue with creativity. It is here that the world’s most discriminating buyers—the ones who make the rules and set the trends—come to find strong, well-known brands as well as new, emerging brands. Pitti Uomo is all this: from the biggest names in Italian and international fashion to the new contemporary mix from our new fashion district inside Pitti Uomo’s Fortezza da Basso.’ The theme is ‘world’ as Pitti Uomo travels into the world of men’s fashions, redrawing borders and launching new market trends.

 

This year’s edition will open with Futuro Maschile, presenting innovative elegance for the modern man, in a new location, the Padiglione delle Nazioni. Other shows in this venue include Touch!, l’Altro Uomo and Ynformal, creating a true fashion district with over 180 collections showcasing the most modern and eclectic mix for the contemporary wardrobe. As is customary at Pitti, ample space will be dedicated to new and emerging designers and trends in the Welcome to My House and New Beat categories. Typically, Pitti continues to be a leader in style and innovation outside the fashion realm with the return of the much-anticipated Pitti Immagine Rooms, a category dedicated to contemporary luxury designs; it will be housed in Villa Vittoria near the Fortezza da Basso. Diesel will be the special guest of honor in a multi-faceted event, an innovative fashion project and musical party scheduled for June 21 in the evening at the former Customs House (ex-Dogana) on via Valfonda. The Dogana, open to the public for the first time, will be home to Diesel’s men’s and women’s clothing and accessory collections adorned with Diesel’s signature label. Chairman and founder of Diesel, Renzo Rosso, observed that ‘Pitti is a showcase with a strong international following for men’s fashions, but it is also an increasingly sensitive venue for everything that is innovation and experimentation’.

 

The Roberto Capucci Foundation’s new exhibition space will be inaugurated on occasion of Pitti Uomo 72. The 400 sculpture-garments from the Roberto Capucci Archives are moving from Rome to Florence—more precisely, to legendary Villa Bardini in the Oltrarno. Capucci asserted, ‘I owe a great deal to Florence, together with the Marchese Giorgini the city discovered me in 1951 and launched me as a textile artist. Today it is opening other doors to me, giving me the opportunity to make yet another step in my career and continue towards new frontiers in my life’.

 

On the eve of Pitti Uomo 72, Ermanno Scervino will present his 2008 spring-summer men’s and women’s collection in a single showing at the design firm’s new headquarters located in the Florentine hills. For more information contact press@ermannoservino.it.

 

Other special events scheduled for this year’s edition will include the Dirk Bikkemberg’s new underwear collection launch party at the Stazione Leopolda on June 20 and the Guru Event, also at the Stazione Leopolda on June 20.

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