“Pitti 100” is the title-theme of the summer editions of the Pitti Immagine trade shows. The idea was first conceived and developed around Pitti Uomo, which has now arrived at its 100th edition, and then extended to Pitti Filati and Pitti Bimbo, with the “100% Filati” and “100% Bambino” format. A multifaceted graphic sign by designer Francesco Dondina – author of important fashion, design, and art and culture projects – will characterize the ad campaign and color the exhibition venues, involving the fashion community in a creative experience. A milestone and a new beginning, together in a single message.

The logo of the three events is based on a fixed element: the lettering PITTI, divided into two lines. The final “I”, through the elimination of a small space, transforms into the number “1” of 100.  The zeros, instead, slightly overlap one another in an embrace that symbolizes the intersection between the physical fair and digital one on Pitti Connect, representing the dynamic element: graphically interpreted in a hundred different ways, they become icons of a system of combinations that, just like in a creative kit, interchange with one another, adapting themselves to the various needs of communication.