Pitti Immagine mission is to stage fashion fairs and events in the sense of production - consumption, and esthetic and cultural design. The strong bond between communications and marketing - that work independently within an explicit and shared reference context - is our specificity and perhaps our competitive edge.

The shows have shifted from fashion as a product to fashion as global lifestyles, as striking settings, as social relations and communication among classes, generations and cultures, as relationships in the uses and purposes of different items. Highly skilled professionals and creatives have begun working in our events that target marketing, settings and communications.

Pitti Immagine focuses its attention on fashion's ability to be a marketing and communications paradigm for other merchandise categories and industries, and its multidisciplinary nature: fashion, design, architecture, entertainment, art…

Thanks to this commitment, the trade fair - an essentially traditional business event - has evolved into a fashion event, serving one of the most important and dynamic sectors of our economy. The company's mission also embraces our goal vis à vis Italian fashion seen as the central protagonist on a stage that must always be international.

The challenge that Italian fashion will have to face in the global context is that of transforming well and excellently made goods at reasonable prices into vehicles of social statements, elements of psychological comfort, heralds of a culture and lifestyle that are envied and enviable, testimonials of modernity.

Only in this way can we properly exploit the techniques, technologies and the skills of an extraordinary industry that is firmly rooted throughout the country, of the manufacturing districts and of our immense artistic and naturalistic heritage.