Pitti W presents new look for Pitti Immagine project

Since last June, Pitti W has been at the Fortezza da Basso and now we are revolutionizing the layout and presenting a new breakdown of our merchandise categories, but the stars are always exclusive groupings of 73 international brands (36% from Abroad) showcasing previews of edgy and innovative collections for the 2014/2015 fall-winter season.

The place is the Arena Strozzi which is strategically located among the sections featuring the most cutting edge styles at Pitti Uomo - L’Altro Uomo, Touch! and Futuro Maschile. Pitti W offers a unique interpretation of the wardrobe for today’s woman, blending perfectly with the fashion district presentations at Pitti Uomo.

“Over the years”, says Agostino Poletto, deputy general manager of Pitti Immagine, “Pitti W has made a name for itself as the key women’s fashion platform where to present preview showings, capsule collections, installations and special projects at the beginning of the season.

“Now, starting with this edition, it is making another decisive decision: after having moved to the Fortezza da Basso, and specifically the Arena Strozzi amidst the Pitti Uomo sections that feature the most cutting edge styles, Pitti W is redefining itself and getting closer to the stylistic concepts of Futuro Maschile, Touch! and L’Altro Uomo.

“This step has already met with approval from our exhibitors: the new, increasingly international Pitti W is putting the spotlights on research, scouting and, of course, the product, to present an offer that complements and is complemented by women’s collections featured in other sections of the fair.

"The Pitti W selection is increasingly sophisticated and projected towards the future; it is conceived for highend boutiques and department stores and will be presented in a setting that has been entirely revamped by Ilaria Marelli’s creative talents”.

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Pitti W