English designer William Palmer, recent winner of the I:C Pitti Immagine Award at the latest edition of ITS International Talent Support, for his gentle perspective on menswear and his rare ability to translate social and political themes into coherent and impeccably crafted garments, will debut at Pitti Uomo 110. He will present his collection “The Brief Exposure”, infused with the typical humor of the British working class and the radical choice of public self-exposure, with a special installation at the Sala delle Nazioni.

William has that rare gift of being able to treat sociopolitical topics with grand irony and apparent lightness, an ability that popularises what is complicated in appearance through lightness and clarity of vision. But to have such a rare intellectual ability is one thing; to translate that into perfectly executed garments which speak for themselves the same ironic language, creating coherent looks, is another. Williams’ garments are a feast for the eyes because they powerfully express British masculinity from its most playful yet patriarchal outpost. One of the reasons, the other being beauty, for being selected.

William Palmer playfully critiques British masculinity using humour and satire to subvert rigid, hyper-masculine ideals. Inspired by personal experiences, he reflects on the pressures of financial success and societal expectations on the “breadwinner”, the family member earning the most money. A duffle bag shaped like a loaf of bread humorously embodies this theme, while bite mark motifs represent imperfection in a perfection-driven world. Childhood prank rituals like the “wedgie”, when someone’s underwear gets pulled up tightly between the buttocks, are reimagined through underwear-hoodie hybrids, blending playfulness with adult masculinity. Channeling the cheeky energy of lad culture, the collection questions toxic traits while proposing a more open, vulnerable, and expressive vision of masculinity.

At Pitti Uomo 110, William Palmer presents The Brief Exposure, a collection focusing on characters, eccentric and otherwise, taken from British everyday life and gathered at a bus stop: office workers and commuters, but also strippers and exhibitionists in trench coats, all imbued with that classic, profoundly British sense of humor. Irony, mischief, and a keen sense of observation reflect on corporate culture, masculinity, and social behaviors. The bus stop becomes the central symbol of the project. It is one of the few places where people from completely different backgrounds come together for a brief moment in the same space, giving rise to an unexpected and diverse cast of characters.

"Florence has a strong heritage tied to craftsmanship and tailoring," said Palmer. "Coming from a British perspective, it's interesting to introduce a different sense of humor and storytelling, creating a dialogue with Italian menswear."

William Palmer's presence at Pitti Uomo 110 continues the journey begun at ITS Contest, which offers emerging designers concrete opportunities for visibility and professional
development, also thanks to the collaboration with Pitti.

The project is currently on display in the Rise & Shine exhibition at ITS Arcademy – Museum of Art in Fashion in Trieste.

Ptti Immagine Uomo 110
June 16 - 19, 2026
Sala delle Nazioni / B/1
Fortezza da Basso - Firenze