Today January 13 opens in Florence Pitti Uomo, a long awaited moment that every year attracts the eyes of the entire fashion industry.
In the Fortezza Da’ Basso in Florence, Tuscany, the fashion show has begun. Pitti Uomo represents the highest point for menswear in Italy. Many Italian and international names aim at participating to this event to confirm their importance in the fashion landscape.
Branding and commercial strategy play a critical role, as Pitti Uomo is where top worldwide buyers come to discover the new designs from established fashion names and new aesthetic solutions and materials that everyone will find in selected shops around the world.
This edition will see Thom Browne’s Menswear Collection, the sartorial line of Comme des Garçons, the main line of Allegri, and important contemporary art exhibits such as “Workwear”, curated by Oliviero Toscani and Olivier Saillard.
This edition will also see Pitti W _ Woman Precollection, the feminine side of Pitti Uomo. This year Giambattista Valli will show at Palazzo Vecchio.
The theme of this edition is “Italian Meravigliosa”, or “wonderful Italy”, as an ironic tribute to the traditional popular culture of Italy. The central square will be adorned with pieces of antique lighting from the streets of southern Italy, as a warm welcome and reminder of the festive popular culture.
“New Beat” is the title of the section that Pitti Uomo reserves for the new promises of the fashion industry. Internationally selected brand names under the artistic direction of young designers make up this group that deserves particular attention. The setup of the scene is dream-hotel style, and here young names from Korea, Japan, France, and Italy among many others will show their dough. Some of the names are: “2 di Picche Recycled”, “Social Suicide”, “Volta Footwear”, “Uneeto”, “Earth Lab”, “M”, and “Francesca B.”.
Street wise and street savvy style finds its center at “Welcome to my house”. These young designers already got their foot in the fashion business door, and are asked their take on this matter.
Pitti Uomo in FLorence is an excellent reason to be in Tuscany during the winter time. If you have a passion for fashion, this is truly the place to be in Italy at this time of the year.
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