Pitti Uomo celebrates its 90th edition lavishly
For several weeks now Pitti Uomo, just like a major festival, has been drip-feeding key announcements about its 90th edition, scheduled from 14th to 17th June.
The Florence show has become a must in men's fashion, and has announced Raf Simons' presence and an exhibition of art photography by Karl Lagerfeld, both on top of the billing events.
The show's organisers have also invited increasingly iconic names, such as Gosha Rubchinskiy and Visvim's Hiroki Nakamura.
"It is such an honour that a great luxury goods brand like Cartier has chosen Florence and Pitti Uomo to unveil its men's lifestyle world, presenting its new 'Drive' watch in the course of three days inside a XVth century palace," stated Raffaello Napoleone, General Manager of the show's organiser Pitti Immagine.
The Italian trade show is going places, thanks to financial support by the local Ministry for Economic Development. It has added value to its relationship with fashion professionals through new services and the development of E-Pitti. It has also strengthened the appeal of its main show, Pitti Uomo, thanks to the events planned around it.
The show will play with the 'Pitti Lucky Numbers' theme, with sculptures representing footballers, a tribute to the forthcoming European Football Championships due to kick off on June 10th in France. It will also feature many installations designed by Rolling Stone Italia and a collective of journalists and designers.
It will be a fashion fête showcasing over 1,200 brands and collections, with 150 new entries. The programme and the exhibitors are expected to attract nearly 30,000 visitors, two thirds of them buyers. At the latest summer edition, more than 40% of the 21,000 buyers came from overseas.
Pitti wants to extend its offering, notably by enlarging and developing its Pop-Up Stores, with a new setting in the central pavilion's basement. The show also explained it wishes to give a more prominent role to artisans, through its Make area. The latter is also located in the central pavilion's basement, and will shine a spotlight on a new generation of craftsmen.
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