Pitti Uomo will host its 89th edition to be held from 12 to 15 January 2016 in Florence’s Fortezza da Basso.

This edition’s main inspiring theme will be “Pitti Generation(s)” focusing on the present consumer attitude to live, dress and buy according to moods and attitudes and not according to their actual anagraphic age. “Mature men wearing t-shirts and denim, and young men wearing vintage clothes and Victorian age beards. A consumer’s own dressing style age is always more tied to a state of mind rather than an anagraphic element,” commented Agostino Poletto.

Among new events, Pitti Uomo will welcome Adidas Originals by White Mountaineering as the new Designer Project and the menswear final of the International Woolmark Prize . Additional, the show has announced some new initiatives of its upcoming edition including the launch of The Sartoralist Roy Roger’s, a new capsule collection, a collaboration of Roy Rogers with Scott Schuman, street style fashion blogger and photographer. Herno will launch a new collection with Pierre-Louis Mascia, contemporary illustrator and artist. PT05 Pantaloni Torino will launch an own denim collection.

Also debuting will be Champion by Beams, the collaboration collection with the well-known Japanese retailer. The motorcycle apparel brand Matchless London will participate in the show for the first time and Patrizia Pepe will launch its men’s wear line. Colmar Originals will launch The Future Generation event at Opera di Firenze. They will further introduce a capsule collection in collaboration with Christian Pellizzari and Comeforbreakfast. Nobis will celebrate its 10th anniversary with an event to be held at Limonaia at Villa Vittoria, focused on hyped functionality and fashion contents.

Among new sections the show will launch “Make, The New Makers”, a new section focused on craftsmanship applied to most different materials and production techniques. Fondazione Pitti Discovery, in collaboration with ITC Ethical Fashion Initiative, will focus on made in Africa fashions as the second edition of their successful project Constellation Africa, a show dedicated to promote young and talented designers from Africa in an event to be held on Thursday 14 January at Dogana di Via Valfonda.

To celebrate Pitti Generation(s) main season’s theme, they will also launch a special collection of evergreen objects, in cooperation with the Italian design brand Seletti and with Toiletpaper, Maurizio Cattelan and Pierpaolo, Ferrari’s cult art magazine. Spotlights of Seletti Wears Toiletpaper collection will be presented through a series of original “mobile shops” that will travel around the Fortezza. The objects will be available to buy in a temporary shop set up in the Sala della Ronda.

The event will host over 1,205 brands, including 44% from foreign countries. Out of the show’s exhibitors, 225 are new entries, representing 20% of the total. They expect to welcome 35,000 people out whose 24,000 are buyers with 8,660 coming from foreign countries (36% of the total visitors).