by Stephen Garner

Pitti Immagine has begun to reveal the events and special projects for the next edition of Pitti Uomo, which will physically be held at the Fortezza da Basso in Florence from February 21-23, 2021.

First, however, the fair will open – in a digital format – from January 12th to 14th on Pitti Connect, the platform launched by Pitti Immagine this past summer to support exhibiting companies in the presentation of their collections and in the generation of business contacts with international buyers.

“Pitti Connect will go live in a version that is even more evolved with important new additions to increase the effectiveness of relations between exhibitors and buyers,” said Raffaello Napoleone, CEO of Pitti Immagine. “Over the last few months, we have been working very hard to adjust the final interface, making it even more functional in the discovery and scouting of collections. At the same time, we further boosted the phase of collecting orders. Starting from January 12th, Connect will begin to present the new collections of exhibitors in a digital format, while also offering a preview of the special projects undertaken by a series of brands that are protagonists of Pitti Uomo and the international scene of menswear”.

“The platform will be filled with special editorial content guiding visitors towards the physical edition of the fair on February 21st, when the Fortezza da Basso will become a dynamic showcase, where commercial elements will exist side-by-side with promotional and communication events,” Napoleone added. “The use of new technologies will be prominent also in those days, and the collections uploaded onto Pitti Connect will be available to buyers as long as they are needed for the sales campaign.”

Italian luxury label Brunello Cucinelli will “open” the next edition Pitti Uomo with a special live-stream of the brand’s fall/winter 2021 collection on January 12th from its headquarters in Solomeo that will stream on Pitti Connect at 10:30am. Following this presentation, the company will hold digital appointments with buyers and press for the following four days. The collection will be presented at “Casa Cucinelli,” a space set in the factory in Solomeo, that aims to recreate a familiar environment capable of combining culture, traditions, love for the territory, and for hospitality. This space is meant to replicate the settings the brand usually creates at the Fortezza da Basso in Florence and in the Casa Cucinelli in Milan, London, Paris, and New York.

This marks a renewal of the longstanding bond between Brunello Cucinelli and Pitti Uomo, with the brand also planning to participate in the physical edition of the fair in February.

“I have always considered Pitti Uomo to be a sort of large open-air fashion show, where the 30,000 visitors from all over the world at each edition bring a pleasant atmosphere and at the same time define the ‘taste’ of the coming season,” said Cucinelli. “There is no doubt that Pitti and the following four days in Milan probably represent the best men’s fashion week in the world.”

Napoleone concluded: “We are very happy that Brunello Cucinelli will participate in the next edition of Pitti Uomo an extraordinary edition for many reasons that can easily be understood. It is a collaboration of strong symbolic value. Here, at Pitti, in fact, we have made all the arrangements needed to open the physical fair, with the trust that in February, the health emergency will be sufficiently under control. The choice that Cucinelli made expresses the desire to be together in what is an extremely complex moment for the fashion industry, while looking to the next season with more confidence and determination.”