Pitti Immagine Uomo 105, the menswear trade fair running from January 9-12, 2024 in Florence, launches Neudeutsch, a special project celebrating new-wave German design. The initiative is a design showcase curated by Julian Daynov and featuring works of a selection of 17 Germany-based creatives.

As a word, Neudeutsch refers to the constant transformation and enrichment of the German language through diverse influences and foreign expressions. The showcase, hosted within the fair’s Sala delle Nazioni at the Fortezza da Basso, takes the idea of Neudeutsch as a symbolic narrative of the constantly evolving German design aesthetics, influenced by many cultural origins and shaping what new-wave German creativity nowadays illustrates and stands for when it comes to fashion, accessories, interior, objects design.

Curator Julian Daynov, a certified trend scout with a solid background in retail buying, fashion direction, and brand management, will bring together a brand mix of established and emerging names influenced by different cultural origins, breaking the cliché of German design being often stamped one-dimensional and purely functional. At Pitti Uomo 105, Neudeutsch will present a menswear-oriented selection of aspirational yet transactional brands with a scalable retail focus, also reflecting the gender-neutral stance of most of the creatives involved.

"Over the last decades, Germany's cosmopolitan cities served as a supportive ground for a whole new wave of inventive talent, led and influenced by a whole new generation of artists and artisans, who see Germany as their home and creative base," said Julian Daynov. "To me, Neudeutsch reflects this cultural pluralism and channels a line-up of contemporary aesthetes, whose design language is rooted in their originating culture but emerged, flourished, and grew onto the German sub-cultural and business landscape."

"Already for some time, we've entertained the idea of honoring the new wave of German design and now we have found in Julian a collaborator who is equally involved in the aspirational aspect of design and the business imperatives that brands must navigate within the retail ecosystem, a crucial balance to cater to the interests of our community. Once again, with this special project we want to confirm that the German fashion community is not only a loyal contributor to the heritage of Pitti Uomo but also a vital player in its evolving narrative," commented Antonio Cristaudo, chief commercial and development officer of Pitti Immagine.

Brands showcased within the Neudeutsch area: Avenir, Marke, Hernán, Oftt, Acceptance Letter Studio, Frnkow, j´ai mal à la tête, OBS, Haderlump, New Tendency, International Citizen, Muti, equality perfumes, Noam, Budde, Sebastian Herkner, Sarah Illenberger.

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