Pitti Uomo 78

Fashion buyers return to the city

Editorial Staff
June 17, 2010

With the arrival of more than 30,000 people from the fashion industry, Florence once again became the world's fashion capital during Pitti Uomo. From June 15 to 18, approximately 970 brands, 33 percent of which were from abroad, showcased their 2011 spring-summer collections in over 59,000 square meters of exhibition space at the Fortezza da Basso.


Special guest of Pitti Uomo was the Jil Sander firm, which gave a preview of its collection. ‘If this is a Florence debut for Jil Sander, one of the driving forces in luxurious and innovative men's fashion, for Raf Simons, its creative director, it is a comeback after several fashion projects . . . And as for us, having seen his recent work for Jil Sander, we are again-or rather still-fascinated by his extraordinary ability to be in step with the times,' said Lapo Cianchi, director of communications and events for Pitti Immagine.


Along with Pitti Uomo 78 was the sixth Pitti W_Precollections. The shows were exhibited in the building of the ex-Dogana on via Valfonda, with special guest Haider Ackermann, hailed worldwide for his poetic, visionary talent in women's fashion.


Pitti Uomo 78's main theme was ‘design watching': ‘Pitti people' (the journalists, buyers and opinion leaders that attend the bi-annual fair) were left ideas and visual, acoustic or verbal notes on contemporary design and fashion in an array of outdoor and indoor settings by a team of ‘design watchers.' A detailed look at the fair's events is available at www.pittimmagine.com


From June 14 to 18, a special exhibition featuring 18 of Tuscany's top fashion firms was also held in the Galleria dei Medici, in Palazzo Medici Riccardi. Entitled Salabiancafirenze, the exhibit recalled the first fashion event staged in Italy, the runway show held on July 22, 1952, in the Sala Bianca of Palazzo Pitti.


Following Pitti Uomo 78 is the Pitti Bimbo 71 fashion fair, showcasing upcoming children's fashion and trends. Running from June 24 to 26, it will feature as a main event the world premiere of a new kids line by native Florentine fashion house Gucci. The debut collection will be presented to buyers and journalists on June 24 at the Gucci headquarters in Florence, located in via delle Caldaie.


On the occasion of Pitti Uomo, Polimoda held the second edition of its fashion week from June 12 to 20. For more information on the citywide events organized, see www.polimoda.com



DID you know?

Europe's most environmentally friendly shop recently opened in Tuscany. The Timberland store in Forte dei Marmi, Lucca, is called a 2.0 store because it was built almost entirely with natural and recycled products. From the shop's furniture and decor to its exterior walls and changing rooms, it is made mostly from recycled wood, and its lighting system has a very low impact on the environment. The shop will showcase the international brand's new clothing and shoe lines, including the new Earthkeepers Boat Shoe 2.0 collection, which features shoes that can be dissembled and recycled.


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