Pitti Uomo 87th edition welcomes boost of international visitors

Friday, 16 January 2015
The world's largest international men's wear fashion trade fair, Pitti Uomo, kicked off its 87th edition in Florence, Italy to strong flow of international visitors earlier this week.​​ The organizers of Pitti Uomo have every reason to rejoice, as this season's event​, running from January 13 to 16,​ is  said to have attracted a record amount  of exhibitors​ as well as visitors​, with a total of 1,119 labels showing their Autumn/Winter 2015 collections. ​

This year's ​winter ​edition has also the highest number of foreign labels presenting their collections, with over 40 percent of the exhibitors coming from over 30 different countries, including the UK, Germany and France. In addition, 66 women's wear collections are also being presented at Pitti W, with their offerings especially developed for the international audience.​

Pitti Uomo prides itself for welcoming both established men's wear labels as well as little-known brands who are just starting and see the Italian trade fair as the ideal place to set up their identities whilst generating business as well as launching new projects, such as Pitti Immagine new partnership with Mini, which was introduced this week at Pitti Uomo. The partnership is said to focus on supporting young, up and coming labels as well as the new trends emerging in contemporary men’s fashion. ​

​Walkabout Pitti - the title theme for January's edition​

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​ Walkabout Pitti is the new theme for the 87th edition, which is said explore the ways of discovery that can be made when traveling on foot. “Walking just for the pleasure of doing it”, commented Agostino Poletto, deputy general manager of Pitti Immagine on the theme, “to see, think about and savor the world alone or with friends. Walking for sport or because walking, or talking about, is the “in” thing. Today, more than ever before walking is an expression of a way of life, it even evokes its outfits."​

​ "Walkabout Pitti is a hymn to multiple technical facets, clothing styles and their uses and to the central role of accessories. Thanks to Oliviero Baldini’s set design, the Fortezza da Basso is transformed into a mixed terrain of different experiences and paths that wind through the pavilions, illustrated by brochures, maps, apps and other devices." ​

​ This season's edition of Pitti Uomo also welcomed special guests, including Hood By Air, the New-York based luxury label founded by Shayne Oliver in 2006, who held a special event on Wednesday evening. "I saw their first event two years ago, and ever since then I have been struck by the unique creative process developed by the HBA," said Lapo Cianchi, Communications and Events Manager of Pitti Immagine. "And by their distinctive way of making each, meticulously styled collection into a strong statement about gender, social class, power and beauty." ​

Marni was selected as the Men's wear Guest Designer of Pitti Uomo 87th edition and present an exclusive show presenting it's men's collection for Autumn/Winter 15. "Pitti Uomo has always celebrated the avant-garde and experimentation. Elements which coincide with my work with the menswear collection: to interpret the true menswear staples through functionality and classicism, combined with contrasting elements and unexpected​ ​details," explained Consuelo Castiglioni, Marni Creative Director. ​

​ Pitti Uomo unmoved by B&B cancellation

​ The recently cancelled winter edition of German trade fair Bread & Butter is said to have no adverse effect to the Florentine fair, which lists over 1,200 exhibitors, a​l​though most labels reportedly had already chosen not to attend the Berlin-based fair prior to the event's official cancellation and rebirth as a 'guerrilla' trade show. ​

​ "The cancellation of Bread​ ​& Butter happened when exhibitors for this January edition of Pitti had already been set and decided," said Raffaello Napoleone, CEO, Pitti Uomo to Sportswear International. "From our side, we noticed that entrepreneurs had already decided on their new strategies and where to exhibit before, also regarding the steps taken by the Berlin show during in the last seasons."​

​ "Life goes on and one has to look ahead," added Sauro Mariani, marketing manager, Antony Morato. "Nobody speaks about B&B being cancelled, but people take their decisions and look for alternatives. We had already decided to focus on Pitti Uomo when we saw these frequent changes of strategy."​

​ The previous edition of Pitti Uomo​, held last summer, drew reportedly 30,000 visitors, including representatives of the world's leading, largest department stores and retailers. ​Exact visitor number have yet to be published, but it is expected that this year's winter edition will boost a significant increase. ​

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