Pitti Uomo reveals a lively, zesty 106th edition

15 May 2024 2554
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The 106th edition of Pitti Uomo is all set to be a vibrant and citrusy affair, organizers announced recently.

Agostino Poletto, managing director of the event organizer, Pitti Immagine, mentioned that the upcoming event named 'Pitti Lemon' has been conceptualized around an energetic, summery theme, aiming to evoke the feeling of liveliness, freshness, liberty and, most importantly, surprise. Poletto also highlighted that to ensure a diverse and global appeal, they have tried to incorporate an international perspective to the greatest extent possible.

Organizers of the 106th Pitti Uomo, while unveiling the event program dedicated to the Spring-Summer 2025 collections in a Milan conference on Tuesday, stressed the significance of fostering an international presence. This opening, they emphasized, is crucial not just in terms of exhibitors but more so with respect to visitors. Even though China is grappling with difficulties, Asian buyers continue to mark their presence. Raffaello Napoleone, the event's head, was confident about a strong turnout, particularly from small American retailers.

Registered exhibitors for the event stand close to 800 (790 exactly), with around 43% (approximately 340) hailing from foreign countries. The Basso Fortress, the event venue, will be fully utilized, including the Sala della Scherma, typically reserved for conferences. The five primary sections around which the event will revolve are - 'Fantastic Classic', 'Futuro Maschile', 'Dynamic Attitude', 'Superstyling', and 'I Go Out'.

Additionally, the Vintage Hub Circular Fashion section that debuted in June 2023 has returned, aimed at promotion of upcycled and second-hand market items. The return of the 'S Style' project for the 106th edition will also offer young, eco-friendly international labels a platform.

While the event's main focus remains international, special events are organized with contributions from all over the world. Featured guests include British designer Paul Smith, French designers Marine Serre and Pierre-Louis Mascia and Italian designer, Carolina Castiglioni who will be launching her Plan C brand men's collection.

This edition of Pitti Uomo will also be showcasing the 'China Wave' that intends to highlight contemporary Chinese menswear in collaboration with the China National Garment Association. Other notable highlights of the show include an emphasis on lifestyle categories including clothing collections, extended ranges of accessories for boutiques and new niche markets, such as perfumes, technology, home décor, and pet accessories.

The event also provides a look into other sectors beyond fashion and textiles. Raffaello Napoleone stressed their early recognition of the need to diversify and since then the organizer has introduced new specialized events in lifestyle sector alongside fashion - Fragranze for perfumes, Taste for gastronomy, Testo for books, Danza in Fiera for dance, and the most recent, Be Cycle for cycling.

 


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