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Pitti Uomo starts again from 100


May 27 2021
Fashion

After postponing for two consecutive seasons, during which it was organized digital via the digital platform Pitti Connect, the Pitti Uomo men's wear trade show returns from June 30 to July 2 to the Fortezza da Basso in Florence, with a physical format and a detailed safety measures protocol to celebrate its 100 anniversary. The schedule includes as usual a guest designer, who will present the SS22 collection during the event. For the next edition, will be the South African creative Thebe Magugu, to show a preview of his menswear collection as special guest.

Born in Kimberley, Thebe Magugu created his label in 2016, and in 2019 he achieved important recognition, such as the Lvmh prize, the General Fashion Curation and Content Award at the International Fashion Showcase in London.

I am incredibly proud to be this season’s guest designer for the Pitti Uomo Anniversary Special by presenting our first men’s clothing capsule. I have immense respect for the fair’s commitment to heritage and tradition through the ever-widening prism of the new,” said Magugu. “Fashion is an incredibly smart industry, with an ability to transport, inform and inspire the public and, through Pitti, we plan to continue our commitment to sharing our history and culture through honest and thoughtful clothing,” he added.

The summer edition of Pitti Uomo will have a very different setting from the usual presenting a new concept of distances, movements, interactions, and the enhancement of the Pitti 100 sign. In fact, the iconic number, expressed in a hundred different ways, will be the theme of the upcoming Pitti Immagine shows. The logo and graphics, which will characterize Fortezza’s layout and the Pitti ad campaign, are designed by Francesco Dondina, visual designer, teacher, and art director, who is the author of important projects in the fashion, design, and art and culture industries.

100 is a strong, important, round, and promising number. It is undoubtedly an end, but, if it is read backward, 001, it becomes the symbol of a new beginning. Right from the start, it appeared to us as a great opportunity for expressing the mood with which we design and organize our summer shows, which have now finally returned to a physical format,” said Agostino Poletto, General Manager of Pitti Immagine. “The next edition of Pitti Uomo will represent a rendezvous that will relaunch our way of bringing brand and designer together, while always looking to the future.”

The collections of the designers from all over the world are organized into three macro areas, three special itineraries dedicated to the different souls of menswear: fantastic classic (the evolution most innovative and contemporary versions of the evolution of classic style), dynamic attitude (where a passion for the outdoors meets sportswear and streetwear), and super styling (a focus on the new stylistic codes that anticipate trends). In addition, the fair will also present independent exhibition spaces where brands can express themselves and show their collections.

Pitti Uomo 100
June 30 - July 2, 2021
Fortezza da Basso
Avenue F. Strozzi 1
50123 Florence


N.B.: Pitti Connect online from May 24 to September 10

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