Pitti Uomo unites the boundaries between fashion and perfume. Among the most notable new features of the winter edition, to be held from January 13 to 16, 2026, at the Fortezza da Basso in Florence, is the debut of Hi Beauty, a special area dedicated entirely to the world of cutting-edge perfumery, within the Futuro Maschile section on the top floor of the Main Pavilion.

The project showcases a selection of 12 independent brands, including Amoln, Beautiful India, Lila Franklin, Mariejeanne, Michele Marin Essenza, Olivier Durbano, Organ Tale Parfums, Pesade, Raer Scents, Saranghaeyo, Sora Dora, and The Things Past, representing a new wave that extends from Europe all the way to Asia.

Hi Beauty 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. Thanks to an immersive display, Hi Beauty exemplifies the cross-fertilization of genres that clothing retailers and concept stores around the world are increasingly embracing. This is an evolution in retail that Pitti Uomo has not only embraced but also aims to promote and evolve.

Futuro Maschile, the section showcasing the latest in contemporary menswear through cutting-edge brands and labels with timeless elegance, contemporary in language and international DNA, will be reimagined in January, designed by the architects of DWA - Design Studio, a multidisciplinary design studio based in Milan with prestigious collaborations in design, fashion, and luxury. The designers have reimagined the spaces on the Top Floor, creating a unique harmony with the Futuro Maschile offerings, enhancing their innovative scope.

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