From 7th to 10th January 2020, at the Fortezza da Basso, Pitti Immagine Uomo 97 (https://www.pittimmagine.com ) will bring to Florence the main names of contemporary menswear and lifestyle. Not only an exhibition but a real fashion week for the men’s fashion of the moment, Pitti Uomo presents a selection of brands to respond in a timely manner to the wishes of the market, while the program of special events and projects– where the city of Florence is also involved – is enriched by international players. This edition of Pitti Immagine Uomo 97 also benefits from the special contribution of the Ministry of Economic Development and Agenzia ICE in support of the fairs of Made in Italy. The contribution is dedicated to the strengthening of the activities of hospitality, media relations and advertising. Exclusively reserved for specialised buyers, Pitti Immagine Uomo 97 focuses on boutiques, online stores, buying offices, distributors and suppliers in the clothing sector interested in the world of fashion, who want to convert this experience into new possibilities for trade negotiations. There will be about 1200 brands, 540 of them coming from abroad (45%). The 60,000 square meters of exhibition will be visited by about 36,000 people, many of them coming from the main foreign markets of reference both European and non-European. In the last summer edition there were over 23,800 buyers, of whom more than 9,100 from abroad.
This time we are talking about flags
A rectangle of cloth, an inlay of lines, colors, drawings: the flag of Pitti Immagine Uomo 97 is waving in the shot made by the photographer reporter Franco Pagetti for the campaign of the winter salons. Fabrics that are always on the move, such as clothes, and that, like clothes, are moving symbols of identity, belonging, thought and feeling. From the communication campaign, realized by photographer reporter Franco Pagetti with the art direction of Angelo Figus, up to the setting up of the spaces in Fortezza da Basso: the thread is always that rectangle of fabric on which intersect lines, colors and designs.
As Agostino Poletto, general manager of Pitti Immagine Uomo 97 recalls: Pitti is like the United Nations of Fashion, where every brand has its own flag, but also where each one of us can flag himself. The flag is never a mute fabric, it always says something, it always arouses emotion because it speaks according to universal messages, like those of the clothes we wear, and like the clothes it is a mobile symbol of identity, belonging, thought, of feeling».
As in every edition of Pitti Uomo, there will be special guests. In this winter edition of Pitti, Guest Designer will be Jil Sander. Lucie and Luke Meier –co-creative directors of Jil Sander –will present the new menswear collection from the fashion house with a special event in Florence. Considered one of the most influential designers of his generation, Stefano Pilati is the Special Guest 97 with its independent label Random Identities. The unisex Telfar brand will instead be the Special Project of Pitti Uomo, during which the founder Telfar Clemens will present his concept of fluid fashion and “simplex”, that is simple + complex. Pitti Immagine Uomo 97 will also celebrate the 75th anniversary of Brioni, one of the most famous men’s luxury maisons with a special event, curated by Olivier Saillard, where the new autumn- winter collection will be the protagonist 2020 in a celebration of the history of the brand.
Events involving the city
In the days of Pitti Uomo 97 Chiara Boni will present her first men’s collection Trailblazer, staged in her new Florentine boutique. A capsule of 4 must-have produced entirely in Italy with a sustainable approach. The anthological exhibition “Celeblueation”, including 300 sketches, drawings and dresses signed by Renato crossbow, will be inaugurated on 8th January at the Zeffirelli Foundation. In the exhibition the story of the myth, the character and the eclectic artist behind the Italian fashion house that managed to keep alive the family tradition, combining it with a management structure. On the occasion of Pitti Immagine Uomo 97, Istituto Marangoni Firenze will present a competition offering young talents the opportunity to develop and exhibit in a Florentine location their best art/fashion creations.