The theme for this 68th edition of Pitti Immagine Uomo is Stress Fresh: the Fortezza da Basso will become a divertissement showcasing of art, water and colors. Designer fountains like metaphysical toys will mark off a path leading to a refreshing break during the hectic attendance hours. Heraldic banners on the pavilions create geometric color markers, while cheerful flags waving in the breeze recall calm Mediterranean seas. Stress Fresh is curated by Laboratorium with Lorenzo Stralanchi; artwork by Paolo Fabiani.
Pitti Immagine Uomo is the men’s fashion exhibition that opens the European and international trade fairs season twice a year.
Pitti Immagine Uomo presents a cross section of research and design reflecting the dynamics of the industry and offering an updated selection of top collections with a strong content of image and product. Pitti Immagine Uomo has become the special context and occasion for worldwide previews of new collections. Creative settings opt for new and special ways of presenting the products. The first-time ever previews at this edition include the new lines by two of the contemporary fashion’s greatest designers.
Yohji Yamamoto presents his sartorial collection, designed in accordance with the rigorous criteria of the tradition and strictly made in Italy. While the Raf by Raf Simons project re-proposes the characteristic markers that made the Simons style, in a new modern version. Two more collections related to boating for the first time at Pitti Uomo: Riva, clothing, accessories and objects inspired by one of the world’s best known brands in the world of sailing, and the new official 32nd America’s Cup collection by Murphy&Nye, featuring the spirit of the most famous international competition.
The June 2004 edition was attended by 23,855 operators (14,683 Italians and 9,172 from abroad), confirming six years of continuing growth.
Foreign figures keep on rising both in terms of exhibitors (foreign brands have exceeded 35% of the total) and buyers (over 38% of the total). The fair’s main reference markets are Germany, Japan, Great Britain, Spain, Holland, France and the United States. To underline also a noteworthy turnout of buyers from the Far East, Eastern and Northern Europe and China. This also explains the 250 new application forms received for this edition, showing a significant percentage from Northern Europe, with companies of informal in the lead.
The various trends of contemporary men’s fashions are fully represented in the 10 different sections of Pitti Immagine Uomo grouped in the three major lines: Classic (Pitti Uomo, Futuro Maschile, Uppercasual, Affinità Elettive), Informal (Sport & Sport, Ynformal, Urban Panorama) and Avant-garde (L’Altro Uomo, Fashion/ Design).
The Stazione Leopolda in Florence will be the creative stage for two of the three main events produced by Pitti Immagine:
- the evening of Wednesday (June 22nd ; 7 p.m.) will take place the opening of L’Altro Jeans.
Il faut laver le jean de ses idées (June 23rd – July 10th), an exhibit dedicated to the design careers of Marithé and François Girbaud. Starting in the sixties’, the exhibit will feature four decades of continuous research and invention, explaining on how denim became the symbol of a lifestyle for entire generations.BR>
- The Pitti Jun-E-motion concert-event (Thursday, June 23rd, 9:30 p.m.): starring Howie B. and Dj Spooky, two icon-artists of DJ culture. The event will present the chameleonic sounds of the famous DJ and producer Howie B - who also designs the Hvana brand - and the performance-by-images and sound track of DJ Spooky, musician and theoretician of the most advanced electro-scene.
The Fondazione Pitti Immagine Discovery will present Raf Simons 1995-2005 (Friday, June 24th; 7 p.m.).
An event in three parts in the magnificent setting of the Boboli Gardens. A video-installation, a monograph, and a fashion show to celebrate the 10th anniversary of the Belgian designer’s career.
Other events at this edition, that will be taking place at the Fortezza da Basso, include the presentation of the Premio Fabio Inghirami, an award dedicated to young fashion talents (Thursday, June 23rd); the Ruy Teixeira photography exhibition Scatto Sottsass – Omaggio a Ettore [Shooting Sottsass – A Tribute to Ettore], in the Main Pavilion, an Allegri’s homage to the great Italian designer; the event Simbols Culture (Wednesday, June 22nd) dedicated to the movie idol Rodolfo Valentino - the inspiration behind the collection.
In the Spazio Alcatraz area of the Stazione Leopolda, the monthly magazine Max will be celebrating its twentieth anniversary with a major exhibition (opening: Thursday, June 23rd): L’uomo di Max. 1985-2005 Vent’anni di moda sulle pagine del maschile più letto in Italia [The man from Max 1985 – 2005. Twenty years of fashion on the pages of Italy’s most widely read magazine for men]. 140 pictures from the cameras of photographers such as Albert Watson and Aldo Fallai will illustrate two decades of men’s clothing and styles.
Among the events that will enliven the Florence scene we ought to mention the Classico Italia gala dinner in the Boboli Gardens (Thursday, June 23rd); the Lacoste party produced in cooperation with Vogue Sport at Villa La Pietra for the official launch of the campaign by David Sims (Wednesday, June 22nd); the Florentine stop of the Crazy Duck Summer ‘05 tour at Meccanò with the latest disk by DJ Francesco Farfa; the polo match and party organized by La Martina Polo Player Gear at the Ippodromo delle Cascine (Thursday, June 23rd); the Pal Zileri luncheon at Harry’s Bar (Thursday, June 23rd).
The exhibit Jeans! Le origini, il mito americano, il Made in Italy [Jeans! The origins, the American Myth and Made in Italy] (June 22nd – November 30th, 2005) will open on June 21st, at the Museo del Tessuto of Prato; a historical overview from the origins to today, from America to Tuscany.
