In Florence from 19 to 22 June 2012, Pitti W no. 10 is the Pitti Immagine fair-event devoted to special projects in women's fashions and held at the same time as Pitti Uomo 82. The Dogana on Via Valfonda 25, adjacent to the Fortezza da Basso, will host an exclusive selection of 76 international brands that will be showing previews of full and capsule collections for the 2013 spring/summer season.
“Pitti W is the place that nurtures specific projects and capsule collections for women”, says Agostino Poletto, deputy general manager of Pitti Immagine, “and it is the strategic place for preview showings and where to start playing the game at the very beginning of the season, just the way the market demands. Once again, we are hard at work so that we can bring increasingly specialized collections, well-defined accessories – an increasingly important feature of every woman's wardrobe - and merchandise that is outstanding for quality and fine detail but has an excellent price/quality ratio to Florence.”
“Pitti W is a fair that features ongoing innovation and addresses a high-end audience of boutiques and sophisticated stores. And that is why it keeps on expanding and diversifying its offer, looking out for anything new: such as this edition's focus on young talents from Lagos Fashion Week. All this will be featured in a setting designed by Oliviero Baldini further enlivened by the Alternative Set temporary events program and references to this season's theme: WonderFood Pitti.”
The special guest at this edition of Pitti W will be Peter Pilotto. The fashion brand created by the eclectic designing duo of Peter Pilotto and Christopher De Vos started out on London's catwalks and is gaining a worldwide following thanks to a strong style identity and highly creative collections. The designers will stage a special project for Florence and Pitti W.
Pitti Immagine dedicates space to the new names on the international creative and economic scene from emerging nations to stimulate exchange and further mutual knowledge and understanding. This edition's guest nation will be Nigeria: in cooperation with Lagos Fashion Week, Pitti W will present a section dedicated to emerging fashion talents, who have come forward in recent seasons with some of the most interesting concepts in fashion research. Jewelbylisa, Anita Quansah, Bridget Awosika, Lanre Da Silva Ajayi, Zashadu Enterprises and Omer Asim are just a few of the names who have already signed up for this special project.
Alternative Set, the new temporary events project that will be launched at this edition of Pitti Uomo, will also extend to a group of labels showing at the Dogana. The “special participants” include, Gail Sorronda, the Australian designer who was noticed for her ironic eccentric styles at the last edition of Australia Fashion Week, and Carlo Contrada, a designer committed to his personal reinterpretation of the purest codes of Made in Italy's sartorial heritage.
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