Pitti Uomo is ready for its summer edition
by Modem – Posted May 14 2024
© Modem

From June 11 to 14, 2024, the event dedicated to international menswear, is back in Florence at the Fortezza da Basso. The summer edition will take place under the theme of "Lemon" hosting around 800 brands, of which 43% are foreign. For this edition, all areas of the Fortezza will be occupied, including the Sala della Scherma which normally hosts the Opening Ceremony, which in June will take place in Palazzo Affari on the ground floor.

Confirming the sections that characterize Pitti Uomo showcasing the evolution of men's trends, including Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling, and I Go Out. There will also be two special areas: S Style and Vintage Hub Circular Fashion. The eighth edition of S Style, in partnership with Kering Mil (Material Innovation Lab), will showcase a selection of brands committed to promoting sustainable practices. Vintage Hub, now in its third edition, will present a selection of brands and exhibitors with their upcycled or reworked collections, alongside co-branding services with vintage labels and interventions for modifying and restyling objects and furnishings.

Among the special guests is the return of the British fashion designer Paul Smith, with an event at Villa Favard on the opening day, and the debut of Marine Serre's men's collection, on June 12, at Villa di Maiano. There is also Pierre-Louis Mascia's first fashion show, on the evening of June 13, at the Tepidarium del Roster, and the debut of one Plan C men's fashion capsule by Carolina Castiglioni, in the Grotte in Fortezza space. In addition to the consolidated presence of Scandinavian Manifesto, J Quality, and Promas as international collaborations, Pitti Uomo will also propose the special project China Wave, which will involve eight Chinese designers, according to a partnership with China National Garment Association and Chic, China International Fashion Fair.

“Pitti Uomo continues on its growth path alongside brands, representing for one an increasingly broad and strong community, a moment for meeting, doing business, and learning more about themes that run through contemporary fashion culture", comments Raffaello Napoleone, ceo of Pitti Immagine. “Companies in the fashion sector, also for the next season, have chosen to concentrate resources and investments on Florence and our event, which offers brands international visibility and an ideal and ever-evolving context to meet the right interlocutors."

"Thanks to this collaboration, we can invest precious resources also in inviting buyers from emerging markets, both those and we know that we are potential new customers of quality Made in Italy, as well as those that are already becoming important for our national exhibitors. For this activity we worked with the staff of Ice offices abroad, always finding competence and in-depth knowledge of the respective contexts distribution and consumption, decisive elements for serious planning," said Agostino Poletto, general director of Pitti Immagine.

The highlights of Pitti Uomo 106 include the return of Fay with Fay Archive, a project bringing together the true spirit of American workwear with innate Italian style. Superga returns to Pitti Uomo to present a retrospective that celebrates its history. In the Square delle Ghiaia, a special exhibition space will showcase the brand. A particular focus will be dedicated to “2750”, the first tennis shoe in the world with a vulcanized natural rubber sole, which stands for turning one hundred years old and remains an icon of Italian style and beyond. Missoni will launch its SS 2025 collection “Inspired by Tai”, an iconic initiative inspired by Ottavio "Tai" Missoni, founder of the Italian brand. Recently acquired by the Guess group, the American brand Rag & Bone is participating for the first time at Pitti Uomo with an independent space. Renowned for its authentic style, particularly in denim, and to offer pieces that embody the New York aesthetic. Trc, a contemporary workwear brand, will debut at the fair with a presentation in the space of Sprone. The new brand was born from a collaboration between Candiani Denim, an Italian manufacturer of high-end denim, and Grassi, an Italian company specializing in workwear. There will also be a creative collaboration between Myths and Marcantonio, an Italian designer and appreciated artist, who worked for great fashion brands and is famous for the works created for Seletti such as the Monkey and Mouse Lamp.

Three fashion schools will be involved in special projects during the fair. Polimoda will present its "Graduation Show", the end-of-year fashion show on June 12 at 6 pm. On June 13 at 7 pm, Istituto Marangoni will present the fashion show "The Witness", staging ten student collections with performances and exhibitions. Ied, hosted at the former Oriolo Theater in Florence, will unveil the "Identity" installation, created by the students, in synergy with Michel Comte, an important fashion photographer and contemporary artist.

Pitti Uomo 106
June 11 – 14, 2024
Fortezza da Basso
Firenze - Italy

Photo: The Pitti Lemon campaign interpreted by Giordano Poloni. Courtesy of Pitti Immagine

© Modem