Pitti Uomo Jan 17 Day Two
by Stephen Garner

Pitti Uomo Jan 17 Day TwoOn Tuesday, November 14, the CEO of Pitti Immagine, Raffaello Napoleone, hosted a delicious press luncheon at Café Altro Paradiso in New York City to discuss the happenings of the upcoming edition of Pitti Uomo, which will take place January 9-12 in Florence.

At this edition, there will be a special focus on the athleisure phenomenon and greater emphasis given to venues dedicated to the most contemporary and experimental menswear styles. It will showcase the new generation of artisans from across the globe, cutting-edge designs and luxury underground brands. It will feature gender-neutral collections, a selection of the most forward-looking proposals and international talent who are hoping to be discovered. With approximately 1,230 brands expected at this edition, including 541 brands from abroad (44 percent of all exhibitors), this season is expected to be one not to miss.

The fair will be transformed into a Film Festival where the styles of the various venues will be interpreted as different genres: thrillers, adventure, action and sports movies, and spy stories. Pavilions will become movie theaters where one can enjoy the entertainment. The main forecourt of the Fortezza da Basso will evoke a movie theatres district with billboards announcing the scheduled blockbusters, cult and indie movies. The general theme will be introduced by the new digital art project accompanying the advertising campaign for the fairs.

Along with the already announced guest nation of Finland, special Japanese guest designers, Brooks Brothers special event, and the return of the International Woolmark Prize, this edition of Pitti Uomo will see a plethora of launches, special projects, and comebacks at the trade show.

Pitti Uomo Jan 17 Day TwoCorneliani will be back this season with a double showcase designed to introduce the complete universe of the brand, coinciding with the presentation of the new corporate identity and the launch of the new digital platform.

Karl Lagerfeld will present his new men’s collection in the Sala dell’Orologio at the Costruzioni Lorenesi, while Birkenstock will present its new mobile retail concept, called the Birkenstock Box project, and a new short film by Dan Tobin Smith.

M1992, which will exclusively premiere at Pitti Uomo 93, is the new project by the eclectic designer and Italian DJ Dorian Stefano Tarantini, who has already captured the attention of the international press with the label Malibu 1992. With a special project promoted by the Fondazione Pitti Discovery, Tarantini will present the new life of his brand – a cross-pollination of multimedia, art, music, and fashion – inspired by a cross-cutting experimental style and a distinctive approach of creativity.

Italian lifestyle brand Paul&Shark returns to Pitti Uomo to present a new vision for the brand and it’s new Typhoon project which includes high-tech apparel items. Footwear brand Fratelli Rossetti will also return to this edition to the Main Pavilion.

Save The Duck will launch its new capsule collection with Dyne designer Christopher Bevans with its own dedicated area on the Fortezza grounds, and WP Lavori in Corso will launch its new partnership with Deus Ex Machina with a special presentation. Plus, Woolrich will present a film celebrated with a video-installation in the stand in which it will be possible to immerse oneself in the history and places connected to the brand.

Pitti Uomo Jan 17And, thanks to a new collaboration with Korea Creative Content Agency (KOCCA), Fondazione Pitti Immagine Discovery will once again be turning the spotlight on the most exciting brands from South Korea with two catwalk shows dedicated to promoting the country’s talented young designers. On the catwalk, for this edition, the collections by Beyond Closet and Bmuet(te).

Additionally, Pepe Jeans London returns to Pitti to celebrate its 45th anniversary by presenting a new environmentally-friendly and sustainable development process for the treatment of denim: an eco-technological and innovative “way of life”. And, Istanbul-based contemporary streetwear brand Les Benjamins will host a special presentation of its new fall ’18 men’s collection inspired by ancient skyscrapers at night.

Meanwhile, happening throughout the city of Florence, iconic outerwear brand Moncler will host a store opening, and Fear of God and Buscemi will set a special temporary shop at the Palazzo Gerini and a special event presentation.

With all of this and more, happening within a four-day time period, this edition of Pitti Uomo is certain to be one for the books.

Pitti Uomo Jan 17 Day Two