by Stephen Garner

Pitti Uomo has announced that Jaden Smith will show his clothing collection, MSFTSrep, at its current edition that running online now through April 5th on the Pitti Connect platform.

As the Special Guest of the current edition (Pitti Uomo 99), Smith has worked on three different looks which include a tailored suit, a hoodie dress and a puffer jacket, and a snow pant set that is described by him as “a symbol of organized rebellion within the youth.” The creative process – which also includes the format of the film shot in black and white – according to the founders of the brand, is described as a dialogue on different philosophical theories about the world, combined with the study of photography and inspired by various history and science textbooks.

Lapo Cianchi, communication and special projects director at Pitti Immagine, said, “The international exclusive preview of Untitled MSFTSrep fall/winter 2021, the new collection of the U.S. brand MSFTSrep, of which Jaden Smith is co-founder together with Moises Arias and ¿Téo?, allows us to enrich and ideally complete the program of digital events on the Pitti Uomo Billboard, with which we have recreated an articulated panorama of men’s fashion, both in terms of content and form of presentation, to follow the strategy that we normally use for our Pitti Uomo show, in support of the exhibitors’ collections uploaded to Pitti Connect, the commercial core of the platform.”

The project will debut live on Wednesday, March 10th on Pitti Uomo Billboard.