Fortezza da Basso, Florence
“Pitti Uomo is very sensitive to market signals” says Raffaello Napoleone, CEO of Pitti Immagine. "Its interlocutor is an increasingly knowledgeable and refined audience. The 26,000 plus directors and buyers from the most prestigious fashion stores who come to Florence are looking for product culture and are not willing to stop at the global lifestyle proposed by big brands. They want a selection of the most interesting brands in terms of style identity and product quality: in some cases they are big, well-established names with huge sales, in others they are niche brands that are well known among the trade, and are characterized by their research content. And, so it is why Pitti Uomo is the place where business and creativity come together, but it is also the most faithful and up-to-date picture of international fashions: from the great showcase of men’s elegance in the Main Pavilion to the contemporary mix in the recently created Fashion District, via the young talents at New Beat(s) and the luxury collections at Pitti Rooms and the plans and investments that the sportswear and informal brands are making in the fair. The opportunities generated at the menswear show have prompted us to play our cards now and to launch a new and vital project for women’s wear like Pitti W – Woman Precollection”.
On 10 January, the Fondazione Pitti Discovery will present an absolute première, the Adam Kimmel Menswear Collection F/W 08-09 with an event-installation at the Istituto d’Arte di Porta Romana: It will be a fashion, art and photography performance by the young designer from New York citing American Art and involving the coolest artists on the contemporary scene – the New York scene!
Axessories is the new Pitti Uomo project dedicated to the world of men’s accessories with a high stylistic content. Located in the Rondino area, in the heart of the fashion district – the exhibition path created by the Touch!, Futuro Maschile, l’Altro Uomo and Ynformal sections – it showcases the height of cutting edge elegance for men today. Inside a special layout, a select number of brands will display their exclusive men’s accessory collections for fall/winter 2008/2009.
Rooms n.7, the most sophisticated essence of contemporary luxury design is at home in the Villa Vittoria, just across the road from the Fortezza da Basso. Valuable, unconventional, limited-edition collections will be laid out along a path that winds its way through the atmosphere of a 19th century grand ball. Concept by Sergio Colantuoni, one of Italy’s most eclectic fashion editors.
Now in its ninth edition, New Beat(s) is the area that Pitti Uomo dedicates to debuts of new, upcoming designers and young brands following the direction of fashion. The new layout, designed by Ilaria Marelli, is called “Cave”, and transforms the areas of the Lyceum into a cave pierced by beams of light , ready to welcome previews of cutting edge projects from all over the world.
Welcome to my house is the exhibition project that interprets fashion influenced by street culture: a rapidly evolving market, both in Italy and abroad. At the Lyceum, a select number of young but already well-known firms – many of which from Italy - will present their research on street styles. Graphic arts and a visionary spirit come together in the setting designed by UP! Studio, a group of creatives based in Paris.
MORE AND BIGGER INVESTMENTS IN SPORTSWEAR AND INFORMAL
The news at this edition includes the investments that many important sportswear and informal brands are making in the fair that is increasingly viewed as the ideal context for commercial and image presentations. To do this the exhibitors are expanding their stands and developing new, specific layouts, such as North Sails that will be at the forthcoming edition of Pitti Uomo in the Sala della Scherma, the Batrax group (with its brands Cashus, Jaggy, University Place, W.H.O.P. and Without Paper) that will be in the never before used Sala dell’Orologio, Martina Polo Player Gear will be showing its collection in the new setting at the Padiglione della Ghiaia, and the Geospirit group will showcase an overview of its brands (Geospirit, Peuterey and Kejo) in the Grotte.