This January, Pitti Immagine's winter shows embrace fire as a unifying element to capture the essence and spirit of the upcoming season. Fire is the theme behind the new ad campaigns for Pitti Uomo, Pitti Bimbo, and Pitti Filati, each uniquely tailored to reflect the character of each event under the creative direction of Angelo Figus, with graphic editing by Alessandro Gori. Fire will also inspire the design setup at the Fortezza da Basso, curated by Alessandro Moradei.

"It's a recognition of the generative power of this primal element," said Agostino Poletto, general director of Pitti Immagine. "Fire brings people together, warming both body and soul, drawing attention and pointing the way. It serves to entertain, amaze, inspire, melt old ideas and habits, and forge new ones, just like fashion does. We'll spark excitement, ignite desires, and focus on challenges and solutions, just as Pitti Uomo always does."

The "I'm on Fire" campaign for Pitti Uomo was captured by photographer Andrea Ariano. Four striking male portraits glow, presenting an emotional, warm, and sensual image that, in the mini-clip accompanying the campaign, takes on a slight movement, like a flickering flame.

Finally, the design setup at the Fortezza da Basso promises to captivate. A digital bonfire will ignite in the central square, with flames depicted through video and lettering in a mesmerizing visual display. Meanwhile, the Lyceum will transform into the realm of Fire-Eater, blending fairy tales and reality, to engage and delight visitors.