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PITTI UOMO N. 84 presents a new map of menswear
| 20/05/13, 12:28 | |
Pitti Uomo 84 is redrawing the map of contemporary menswear and of the fair itself, focusing even more on the products and looks that are leading today’s markets. From the brands featured in the Main Pavilion, through the collections at Futuro Maschile, Touch! and L’Altro Uomo to I Play, the newest addition to the roster, men’s fashions find their most perfect, innovative and market-oriented showcase in Florence. One of the major innovations at this edition is that Pitti W will be moving to a strategic location – the Arena Strozzi - on the Fortezza grounds, in ever closer synergy with the Pitti Uomo sections presenting the most cutting-edge looks. There will be about 1010 brands at Pitti Uomo plus 70 women’s collections at PittI W. As proof of the fact that Pitti Uomo is becoming increasingly international we can say that our foreign exhibitors – from 30 different countries – account for nearly 40% of the vendors. This international scope is also reflected in the buyers: of the more than 30,000 visitors who attended the last summer edition of the fair, nearly 18,000 were buyers representing the world’s major large and small retailers. Special projects, previews and important reentries Pitti Uomo – and Florence itself – are the key reference point and milieu that the world’s manufacturers choose to present their new collections and special projects and to launch their global strategies at the start of the buying season. We have also received a bigger number of requests to stage new types of events at the Fortezza – events that draw the top buyers and international trade press. Here are just some of the new events and previews that will be presented at this edition: - Saks Fifth Avenue, has selected Pitti Uomo as the ideal and global launch pad for its first menswear collection, to present this new project to the international fashion community; - for the very first time Angelo Galasso has chosen Pitti Uomo to present its new SSForever collection. The brand’s style – between tradition and evolution - will be celebrated with a major event produced in cooperation with L’Uomo Vogue, and a very special guest star from Hollywood; - the preview showing of the new adidas by Tom Dixon collection, an innovative offering of multipurpose sportswear and travel accessories created by the renowned British designer; - at Pitti Uomo, G-Star, will be launching the new Exclusive RAW Crossover project, in its new space at the Fortezza – the Teatrino Lorenese – in cooperation with another iconic brand, the latest in a series of prestigious collaborative projects launched with Vitra, Range Rover and Marc Newson; _ the Industries Sportswear Company will present its lifestyle and its name brands. at the Costruzioni Lorenesi, and at this edition, Marina Yachting and the Mazzotta Art Selection will be staging Marina Yachting Art Lab, a special artistic project inside the Cannoniera: for the occasion, artist Federico Guida will be creating a participatory art event; - WANT Les Essentials de la Vie, one of the historic exhibitors at the Touch! section, will be at the Fortezza with an independent stand inspired by a garden house: a fascinating glass and wood structure created to show the Canadian brand’s purest style in the new SS 2014 accessories collection; - the Caruso installation, inspired by the great tradition of Italian summers, and in tune with the saying ”Do as the Italians do”: at the Caruso oasis, Pitti Uomo visitors will find a refreshing break and a collectible keepsake; - the historic Lanificio F.lli Cerruti dal 1881 has joined forces with Italdesign Giugiaro and The Woolmark Company to present the new Parcour prototype in the Sala Ottagonale, the lining of which has been realized using a precious merino wool fabric produced by the Lanificio Cerruti. Plus, limited edition garments from the Natural Born Elegance line by Julian Cerruti, created using fabrics from the company based in Biella; - the project by Kocca (Korea Creative Content Agency) supporting a selection of Korean brands showing at Pitti Uomo, such as Instantology, Abraham K Hangul, grafik:plastic, Bastong and Westage & Co.; - Stefano Bemer, the historic Florentine Made in Italy footwear brand, will present its new look with a special event at the Fortezza; - with a special event and an installation at the Fortezza, Orlebar Brown will offer visitors a moment of entertainment and a relaxing break; - Rolling Stone, in cooperation with Vitale Barberis Canonico, presents the "Rock & Roll Gentlemen's Style Guide" dedicated to the contamination between rock & style, a supplement to the June issue of Rolling Stone, as well as a photo exhibition about the project in the Fortezza, all of which will be played out to the rhythm of rock & roll; - ACF – that stands for Art Comes First, a group of some of the most widely acclaimed artists and creatives on the fashion scene – will present The Hard Graft, a new special project in cooperation with Liam Mahrer of Denham and Ceri Vintage, that applies the techniques of disco mix to menswear; . - the global launch of the Quiksilver Original Boardshorts project, with which the famous swimwear brand founded in 1969 is emphasizing art, tailoring and quality fabrics, the elements that have made its boardshorts true fashion icons; - the special participation of Killer Loop with Designed to Capture the Extreme, the new collection of tech and outdoor wear dedicated to action sport filmmakers and extreme outdoor photographers;  by Pitti Immagine
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