ITALY / Florence: Pitti Uomo: Anderson, Off-White and Hugo special guests of the 92nd edition
April 26 2017
Pitti Immagine Uomo gets ready for its next edition, unveiling a guests’ line-up that will animate the kermesse number 92. The Florentine manifestation will take place from 13th to 16th of June at the Fortezza da Basso in Florence with J.W. Anderson and Off-White c/o Virgil Abloh as special guests and Hugo as special event.
On the occasion of the fair, the German group will bring on the catwalk a co-ed show scheduled for the 13th of June, which will present Hugo menswear and womenswear collections dedicated to the Spring/Summer 2018, marking its return in the Tuscan City after five years from the last show.
“Hugo has always been our more progressive brand. We are very much looking forward to presenting the collection at the Pitti Uomo” commented Ingo Wilts, chief brand officer of Hugo Boss. “It’s the ideal setting for showing innovations in fashion and for presenting the brand to a relevant audience of buyers and press.”
The event in Florence is part of a new business strategy adopted by the company, focusing on online and social media activities, the relaunch of the menswear and the Hugo and Boss labels.
Hugo’s new digital-led advertising campaign, shot by photographer Harley Weir, features portraits of up-and-coming talents from the worlds of art, music, film and fashion, including French musician Soko, Anwar Hadid model and brother’s of the top model Gigi and American entrepreneur Luka Sabbat.
The other special guests of Pitti Uomo 92 will be J.W. Anderson, founded by Jonathan Anderson (creative director of the Spanish brand Loewe) in 2008 and considered one of London’s most innovative labels, which will present its Spring/Summer 2018 collection for the first time in Italy on the 14th of June, and Off-White, the brand launched in 2013 by the architect designer Virgil Abloh, who will show the menswear creations on the 15th of June, together with a serie of items of his womenswear pre-collection.
Pitti Immagine Uomo 92°
from June 13 to 16 2017
all venues open 9.00am to 6.00pm
Fortezza da Basso
v.le F. Strozzi 1