Stone Island is going to celebrate its 30th anniversary during Pitti Uomo
Stone Island is going to celebrate its 30th anniversary during Pitti Uomo

16 May. 2012


The next edition of Pitti Uomo will take place on June 19-22 and highlight a series of special events and initiatives while hosting about 1020 exhibitors.

The event's evening division will open its doors on June 19 with Stone Island celebrating its 30th anniversary in Stazione Leopolda (as SI reported earlier) with a huge exhibition of the brand's history and evolution as seen through the presentation of over 200 items from the company's archive. "Stone Island has never shown itself publicly," commented the owner, CEO and President Carlo Rivetti. "Stazione Leopolda is an incredible space where we can show 30 years of our history, research and textile ennoblement as well as 30 years of Italian costume. I'm proud to organize it in Florence, one of the fundamental guiding lights in Western culture."

WP Store will also be celebrating its 30th anniversary, having just acquired Baracuta's license through its own company (read the news here). The event will take place at the Sferisterio on June 19 with international DJs and VJs.

Valentino will show in Florence for the second time as the company considers the city a more relaxed and fascinating environment where insiders can better appreciate their collections. The Salvatore Ferragamo Museum has organized a special show dedicated to the 50th anniversary of Marilyn Monroe's passing because the actress was a great fan of the prestigious brand. The "Lagos Fashion Week" is a totally new addition as part of the Pitti W section, hosting a selection of local designers presented for the first time in Florence. Finally, Carven will be Pitti Uomo's guest designer (SI reported), while Peter Pilotto will be the guest designer of Pitti W (as reported here).

The show's main decor theme is "Pitti Wonderfood,” according to a strong trend currently inspiring many different environments and markets. The main courtyard will host a huge orchard presenting rich vegetables and plants according to Oliviero Baldini's design and guarded by 40 scarecrows dressed by the fair's various exhibitors. Also new is the "Alternative Set" initiative to organize a series of temporary events and installations in unknown and unusual locations of the Fortezza da Basso and Dogana spaces.

Among new entries will be 7 For All Mankind, Ben Sherman, footwear brand Yasuhiro Mihara and Australian biker, rider and surfer cult brand Deus Ex Machina. Edun, the eco-fashion brand created by Bono Vox's wife Ali Hewson, will also return to Florence after some years of absence.
Maria Cristina Pavarini

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