Travel will be the overall theme of this edition of Pitti Uomo
02 Jun '11
5 min read
About 1.000 brands at the Fortezza da Basso, plus the 80 women's names at Pitti W featured in the Dogana. The fair's role as the international reference is borne out by the number of participating firms and by the number of applications that keeps on rising with each edition. And then, there are the buyers: the 2010 Summer edition of Pitti Uomo welcomed more than 32,000 visitors – 19,200 buyers representing the world's most important retailers came to Florence for the event. The Pitti Club, comprising the most prestigious names has over 150 Italian and more than 550 foreign retailers among its members
Special projects, previews, important reentries:
New products and innovations at the FORTEZZA da BASSO
Pitti Uomo and Florence: this is what the world's major firms choose to present their new collections and special projects and to consolidate their global strategies at the season's opening. There is a growing number of applications to stage special presentations and events at the Fortezza which is becoming the key place to show the buyers and press what's really happening. Here is a sampling of the main previews and developments at this edition:
• Lubiam, the Mantua-based heritage firm will be celebrating its 100th anniversary with an installation-event at the Limonaia in the Villa Vittoria gardens – an exhibition and a special capsule collection;
o the special project by Pringle of Scotland in cooperation with the prestigious Central Saint Martins College of Art and Design will focus on the re-edition of some iconic items that have been in the brand's archives since 1815;
• Daks, a very special presence showing the new collection Daks Sport in a very important area of the Fortezza;
• Carhartt, the iconic U.S. urbanwear brand is making its Pitti Uomo debut with its most modern and avant-garde line, Carhartt Work in Progress, and its whole lifestyle concept;
• Alberto Guardiani is celebrating the 30th anniversary of its first men's line with the preview showing of a capsule collection created in cooperation with the international magazine, Wallpaper;
• Santoni chooses Pitti Uomo again to present its exclusive project Santoni Club;
o the special participation of K-Way with the launch of a new project;
o the launch of the first capsule collection Remade in Switzerland for Victorinox by British designer, Christopher Raeburn.
The Theme for June: MAGICAL PITTI TOUR
Travel will be the overall theme of this edition of Pitti Uomo: a huge map – with routes, stations, transfer points destinations, and panoramic stops – will be posted in the forecourt of the Fortezza da Basso. It will be a magic trip that takes you into the worlds of Pitti, of fashion and contemporary life-styles. The route will follow the latest ideas, and show you the most interesting things that are happening this season. It's a new way of presenting the true wealth of this event – exactly like a trip -of making contact with many new concepts and things, and making them interact creatively.
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