by Stephen Garner

Following the Italian government’s decision to authorize the holding of international fairs in a physical form from the middle of June, Pitti Immagine has announced updated dates and venues for this summer’s fairs.

For Pitti Uomo, the trade fair is now slated to be held June 30th through July 2nd at the Fortezza da Basso in Florence. This is a move from its previously-announced dates of June 15th-17th. Pitti Immagine Bimbo will be held at the same time as Uomo, while Pitti Filati will start a few days earlier on June 28th at the Stazione Leopolda in Florence. Pitti Fragranze is slated for September.

“Being the first to return to the physical fair format, we are aware of our responsibility towards the entire fashion sector and the institutions (Italian Government, ITA Italian Trade Agency, Florence City Council, Tuscany Region, entrepreneurial associations) that have shown great confidence in and consideration for our work,” said Claudio Marenzi, president of Pitti Immagine. “It is for this reason that our whole company structure is working non-stop to organize the fairs with the maximum possible participation of exhibitors, buyers, and journalists. We aim to meet the Pitti standard in terms of the quality and the energy as well as the expectations of the companies and, thinking in particular of Pitti Uomo, it will be a 100th edition characterized by positivity and pride.”

“The new fair dates are also the result of in-depth discussions with international organizations involved in big fashion events and, in particular, with the Italian system, including textile product fairs, in order to avoid overlapping and to build a calendar with a market-oriented rationale,” added Raffaello Napoleone, CEO of Pitti Immagine. “The focus we will be on the Fortezza da Basso for the program of events as well, where the exhibitors themselves will be the protagonists, in addition to a selection of special projects dedicated to fashion research, new generations, and the topic of sustainability.”

Napoleone also noted that the organization has decided to reduce Pitti Uomo from four to three days. This move was made in order to accommodate requests from exhibitors wishing to save on expenses.

Agostino Poletto, general manager of Pitti Immagine, insists that the “guiding principles of the entire organization are safety, rationalization, and integration.” He notes that the show is coordinating with the public entities (City Council, Regional Government, Ministries) and the private entities (carriers, airports, railroad stations, hotels, businesses etc.) involved in general fair activities in order to monitor and manage health and safety.