The organizers of the trade show unveiled its 2023 winter theme, called “PittiTime,” which is also the topic of the new Pitti Uomo ad campaign, directed by Leonardo Corallini and coordinated by creative director Angelo Figus.

Perceived, intuited, tangible, virtual, fleeting, ungraspable: time is not something that flows uniformly from the past to the future, as strictly measured by clocks. It accelerates, it decelerates, always seeking its rhythm. "There is no single time common to all places; nor is there even a single time at any one place," it's the teaching of Carlo Rovelli, a theoretical physicist and author of 'The Order of Time', a treatise that inspired Liliana Cavani for the film of the same name.

"Today, new technologies keep us balanced between the real and the virtual. Time and space can be stretched in a referral between reality and representation, the universe and the metaverse, and human and artificial intelligence. At the center of all this is also our personal relationship with this time, which the pandemic has definitely changed, initiating a deep process of transformation," said Angelo Figus, creative director.

"Thinking about our January edition, nothing captures the essence of Pitti Uomo more vividly than the rhythmic sweep of time. Like clockwork, each season arrives to suggest, showcase, contrast, anticipate, and innovate. Fashion also mirrors the passage of time, speeding up its collections into syncopated sequences of capsules, eventually finding its groove in timeless designs. It defines the quiet luxury of enduring garments in the constant pursuit of a heritage identity as a sign of continuity. This journey is a constant to-and-fro, revisiting ideas and inspirations that once seemed unlikely to come back, in a world where traditional seasons are fading and shifting our points of reference," commented Agostino Poletto, general director of Pitti Immagine.

Pitti Immagine Uomo 105
January 09 - 12, 2024
Fortezza da Basso
viale F. Strozzi 1
50123 Firenze
uomo.pittimmagine.com

Photo: the ad campaign for the 105th edition of Pitti Uomo running Jan. 09 to 12. Courtesy of Pitti Immagine