Great protagonists and new formats:
here are the first previews
Pitti Uomo 100 is coming! Great protagonists and new formats: here are the first previews
It will be an extraordinary edition, the one we will experience – finally together again – from 30 June to 2 July at the Fortezza da Basso. And not only because Pitti Uomo will return to a physical format, with a detailed safety measures protocol. But also because it is the 100th edition, which we want to honor in the name of concreteness and pride.
We are finalizing the events calendar, the guests, and the special projects that will bring the Fortezza to life. The setting will also be very different from the usual: a new concept of distances, movements, interactions, and the enhancement of the Pitti 100 sign. And as always, the center of attention will be the best international brands that at each edition choose Pitti Uomo to express their vision of today's and tomorrow's fashion.
Here is a preview of what will await you:
THE PITTI UOMO GEOGRAPHY
The collections are organized into three macro areas, three special itineraries dedicated to the different souls of menswear: Fantastic Classic (the evolution most innovative and contemporary versions of the evolution of classic style), Dynamic Attitude (where a passion for the outdoors meets sportswear and streetwear), Superstyling (a focus on the new stylistic codes that anticipate trends).
In addition, the fair will present independent exhibition spaces where brands can express themselves and show their collections.
SPECIAL EVENTS AND PROJECTS
The Fortezza da Basso will be the central hub of a series of events and special projects involving the reference brands of the show: fashion shows, live experiences, talks, and many other opportunities for a full immersion in men's fashion.
Events at the Fortezza
Live shooting by ARENA HOMME+ MAGAZINE
During Pitti Uomo the Fortezza will become the set of a special fashion shoot curated by one of the most prestigious magazines on the international scene, the six-monthly British publication Arena Homme+. An event to follow live, at which the garments of the latest collections of a series of top Pitti Uomo brands will be photographed by six young Italian photographers, offering a fresh, original perspective and a direct take on next season’s trends.
SUSTAINABLE STYLE #3
Pitti Uomo 100 will feature the third edition of Sustainable Style, the special project which, ever since its debut, has attracted the attention of the press and top international buyers. Giorgia Cantarini, fashion journalist and the curator of the project, will present a new selection of brands, the result of scouting carried out among young companies and the coolest designers that create and produce following the criteria of eco- responsibility. Sustainable Style is one of the projects realized thanks to Pitti Immagine’s collaboration with UniCredit and is centered on the topics of sustainability and innovation. The brands which have already been confirmed in the Sustainable Style selection include: Arbo Paris, Connor McKnight, DNI, Monad London, Myar, Patchouli Studio, Patrick McDowell, Reamerei, Stories, Uniforme, Vitelli e Woo.
"PITTI STUDIOS"
This entirely new project will launch at the summer editions of the Pitti Immagine trade shows. Pitti Studios is a content production service (photos, videos, and storytelling) designed to enhance the brands' proposals in a cross-channel perspective (social and digital media) on Pitti Connect and the exhibitors' platforms. The result is a creative, highly performing narrative designed based on the brand's characteristics to communicate its distinctive features in the best possible and most global way.
Live on Pitti Connect
Rolf Ekroth: the new collection in Bio2®Textile
Among the many special projects to follow online on Pitti Connect, we start announcing the one by Rolf Ekroth. The Finnish designer, known for his conceptual streetwear, will present with an exclusive video the SS22 collection, which features the Bio2®Textile, an ecological cotton-like fabric developed by Fortum using agricultural waste straw as a base material.
La collaborazione con Rinascente
Prosegue la collaborazione fra Pitti Immagine e Rinascente, uno scambio di vedute dentro la Fortezza e in città. Nel negozio di piazza della Repubblica a Firenze il concept di Pitti Uomo 100 verrà riproposto sui diversi piani così, come in Fortezza Rinascente avrà una presenza in continuità con il progetto #beflorentine, che racconta la città attraverso il suo essere internazionale.
Pitti Immagine ringrazia BIKKEMBERGS per il contributo nel vestire i Pitti Boys & Girls a
questa edizione dei saloni.
