Pitti Immagine is ready to present the winter edition of Pitti Uomo, scheduled for Jan. 13 to 16, 2026, at Fortezza da Basso, in Florence. Over 700 brands will showcase their Fall/Winter 2026–2027 collections with a strong international presence (around 44%).

“Every edition of Pitti Uomo is the result of research, travel, and connections that our team weaves together by exploring the main fashion scenes, meeting designers and brands in person, observing how they work, move, and are perceived,” said Raffaello Napoleone, ceo of Pitti Immagine. “With the same attention, we visit stores and department stores, listening to their diverse needs. Pitti Uomo grows from this process: from observation and, consequently, from the intuition of how supply meets demand. That’s why coming to Florence means real opportunities, especially at a time of undeniable transformation like the present.”

The theme of the 109th edition of Pitti Uomo, organized by Pitti Immagine with the support of the Ministry of Foreign Affairs and International Cooperation and ICE Agency, will be Motion, "because everything is movement, transformation, story, progression." The advertising campaign for Pitti Uomo’s January event has been entrusted to Chris Vidal and Tuomas Laitinen, respectively editor-in-chief and fashion director of Ssaw.

The fair will be organized in the usual five sections: including Fantastic Classic, Futuro Maschile, Dynamic Attitude, I Go Out, and Superstyling.

One of this edition's new additions is the space called HiBeauty, a special area dedicated exclusively to the world of cutting-edge perfumery. Within the Futuro Maschile section, it features a selection of 10 independent European and Asian brands, representative of a new wave that combines craftsmanship, aesthetics, and olfactory experimentation. HiBeauty is born from the experience of Fragranze, the Pitti Immagine show dedicated to artistic perfumery and cutting-edge skincare, and captures the influences among genres that fashion retailers and concept stores around the world are increasingly interested in. An evolution of retail that Pitti Uomo has not only anticipated, but also aims to promote and further develop.

Three international brands will be the protagonists for the special events of this edition: Soshiotsuki, Hed Mayner, and Shinyakozuka.

Soshi Otsuki, designer of the eponymous Japanese brand, Soshiotsuki, and the winner of the 2025 LVMH Prize, presents his unique signature style, a Made in Japan filtered through the concept of Made in Italy, blending tradition and modern sartorial, through a special fashion show event in Florence. Hed Mayner, founder and creative director of the eponymous brand, with his conceptual, almost architectural approach, in open dialogue with the fluidity of the present, presents a fashion show in Florence in his unmistakable style. Shinyakozuka, the Tokyo-based designer known for his attentive approach to form and proportion, with his highly original silhouettes often hand-painted or finished by the designer himself, will be the protagonist of a special event, with a fashion show in collaboration with the Japan Fashion Week Organization.

Pitti Uomo also confirmed its collaborations with global fashion institutions, reviving the Scandinavian Manifesto, Code Korea, China Wave, J Quality, and Japan Leather Showroom for Japanese ready-to-wear and leather accessories brands, as well as the Promas and ICEX areas, dedicated to French and Spanish labels, respectively.

Among the highlights of this edition, Asics joins the fair to unveil its “Walking” project of formal sneakers, while returning brands include the BasicNet-owned Sebago; Bogner, with a collection that redefines the intersection of sport, luxury, and contemporary style; the labels in the portfolio of WP Iavori in Corso, such as Baracuta (with the official launch of Baracuta Woman), Barbour and Blundstone; the historic Austrian Loden brand Schneider’s of Salzburg, under the creative direction of Viviana Volpicella; Roy Roger’s unveils a collaboration with Kappa on a ski project that merges denim DNA with technical innovation, as well as Guess Jeans, Guess Man, and the Japanese label Snow Peak.

A special event, in collaboration with Vitale Barberis Canonico, marking the European debut of Sebiro Sampo, a Japanese project dedicated to the contemporary expression of formal menswear. Organized by a group of leading Japanese menswear companies, the event is a spontaneous runway of men embodying masculine elegance, already staged in Tokyo, Osaka, and Seoul.

The longstanding collaboration between Pitti Immagine and Camera Buyer Italia also continues. The association, which brings together and represents the leading luxury multibrand stores in Italy and abroad, will once again partner with Pitti Immagine to offer its members a range of exclusive welcome services at the Fortezza da Basso during their visit to the fair.


Pitti Uomo 109
January 13 - 16, 2026
Fortezza da Basso - Firenze