New things were in store for the over 20,000 buyers and media professionals in Florence from January 12 to 15 for the bi-annual fashion trade fair, Pitti Uomo 77, organized by Pitti Immagine.
Pitti Uomo 77 opened the international fashion calendar in grand style, with collections and previews for the 2010-2011 fall-winter seasons, promoting both established brands and emerging names in the fashion industry.Special guests and events marked this year’s event. Pitti Uomo 77 greeted visitors with a new ‘face’ as the fair’s main pavilion at the Fortezza da Basso had a new layout, designed by up-and-coming architect and designer Patricia Urquiola.
Urquiola envisioned the space as an ‘open urban fashion district’ designed to foster dialogue between producers and buyers. Pop-Up Stores throughout displayed ‘lifestyle accessories’-objects linked to clothes. Organizers believe the new layout expressed Pitti’s mission and role in the international fashion scene as a place for research, experimentation and innovation.
As always, the fair featured exclusive programs and previews, including a debut showing by one of the great names in men’s fashions, Corneliani, this edition’s special guest, and appearances by international fashion industry leaders, Umit Benan and Max Kibardin, the winners of the first edition of ‘Who is on next? Uomo.’
The trade fair also featured the fifth edition of the Pitti W_Woman Precollection, located in the building of the ex- Dogana on via Valfonda, with special guest, Giles Deacon, hailed as one of the most innovative names in women’s fashion.
Among the fair’s premiere events were a special stand designed by architect Elio Di Franco, celebrating the 100th anniversary of Everlast; the Pitti Uomo debut of Denham, the cult contemporary jeanswear brand from Holland; the international debut of Sportglam, Fornarina’s new fitness-chic line; and the first international presentation of the new collection by Scotland’s prestigious Barbour.
The fair paid tribute to an international community of buyers and fashion insiders with a program called What’s Fashion About?: ‘A group of roaming bloggers conducted in-depth interviews’, explained Agostino Poletto, deputy general manager of Pitti Immagine, in a press release, ‘and once again the main characters [were] the “Pitti People,” the colorful community of buyers, members of press and visitors who with their style and ideas contribute to the event’s uniqueness.’
For more information, see www.pittiimmagine.com
