Each year Pitti Immagine Uomo opens the fashion week season in Europe and around the world. It is the trade fair that can show the entire universe of contemporary men’s fashions and can focus on the centrality of the product in all its declinations and variations.
It is a far-reaching project that has transformed the city of Florence into an housing for creativity. It is a system that has believed in its convictions and has enriched them by refreshing them and creating out-of-fair events such as PITTI IMMAGINE ROOMS and WELCOME To My House, special areas such as NEW BEAT(S) within the Fortezza, and programs sponsored by the Fondazione Pitti Discovery, that involve the major fashion designers and topics of great interest for the fashion community and beyond.
Pitti Uomo’s growing interest in more informal styles as well as fashion’s links with sport and its inspirations is evidenced at this edition by HUMAN GAME.
Winners and Losers, the project that consecrates and re-launches one of fashion’s essential drivers of the past 15 years: sports. Clothing, accessories, equipment, photos, videos and advertising campaigns all pointing to the marks that sports have left and are leaving on fashion and vice versa.
A sensitive barometer of fashion’s varying pressures, a living organism capable of recording and reflecting changes, Pitti Immagine Uomo is a fair developed for the most fashion conscious buyers, the most with-it boutiques, with a selection of the finest firms based on research, design and quality.
It is for these reasons that season after season Florence and Pitti Immagine Uomo become the stage the brands pick for launching a collection, or presenting world previews and debuts.
Stars of this edition, at the Fortezza da Basso, will be some of the 22 outstanding designers from the Nazionale italiana design, that made its official debut at Pitti Living #2, during the Milan design week. Ilaria Marelli, Marco Morosini, Marzia Mosconi, JoeVelluto, Pio and Tito Toso will be coming on to the field to put Italian design’s new imprint on the Fortezza, by using their creative talents to set up the pavilions.
During Pitti Uomo exhibitions, fashion shows, parties and other special events will involve the whole city of Florence.
Florence is celebrating a very special guest at this edition of Pitti Uomo. The famous stylist Roberto Cavalli returns to Florence periodically to reaffirm his Florentine roots and taste. A spectacular event on 21 June: in the evocative scenario of Ponte Vecchio, a fashion show and a collection dedicated to the designer’s city.
Then, around Florence, the exquisitely British style cocktail party held by Duffer of St. George at J.K. Place (Thursday, 22 June) and the brunch offered every day by Johnny Lambs at Hotel Minerva.
On the occasion of Pitti Uomo, the Florentine fashion store, LuisaViaRoma, presents “Football Italian Athletic Toys”, an installation curated by Felice Limosani: toys inspired by the mythical FIAT working men’s club team.
The events around the town also include Gianfranco Ferré, with the cocktail during which it will be presented an exclusive series of 32 one-off t-shirts, realized in collaboration with Diadora, inspired by the stars of the national 2006 World Cup soccer team (at the boutique on via della Vigna Nuova 2, Wednesday 21 June).
Then there is the fashion show for the new Salvatore Ferragamo collection (Thursday 22 June);
And, finally, the traditional date with the “L’Altro Uomo party”, (Friday, 23 June): the event that selects the best in international dance for each edition and brings them to Florence, just for Pitti Uomo.
