The next edition of Pitti Uomo and Pitti W taking place in Florence June 14-17, 2011, will focus on the new Californian creative scene with special projects by guest designers Scott Sternberg from Band of Outsiders, and Kate and Laura Mulleavy from Rodarte - two brands that have captured the attention of the international fashion community over the last few seasons.

“Rodarte and Band of Outsiders are two very different design talents,” says Lapo Cianchi, Director of Communication & Events, Pitti Immagine, “but they both connect us to the mythology of the US West Coast: Los Angeles, where all three designers live and work; film, which they are obviously interested in; and the wideness of the interstate highway that runs through California and heads into the desert of Nevada. The European curiosity about Californian culture and the landscape played an important role in Pitti’s decision to invite both designers to Florence at the same time.”

“At the last Rodarte catwalk show in February,” continues Lapo Cianchi, “the clothes seemed to have a life of their own, an unconventional spirit combined with craft, creating new classics. Each garment told a story, a secret, intimate tale.”

“We are honored to be invited to Pitti to present a special collection in Florence. Italy has always captured our imaginations and inspired us artistically, so we look forward to having the opportunity to share our vision there,” says Kate Mulleavy from Rodarte.

Lapo Cianchi is also impressed by Scott Sternberg’s designs as he says: “Band of Outsiders' guys wear collegiate fashion but, like the protagonist of Robert Altman’s ‘The Long Goodbye’, they have mistaken day for night and their wanderings have brought them to a more mature form of freedom. People feel at ease in these clothes but, in this case, it seems to be more a case of the clothes feeling at home on the people.”

"Italy is a second home to me, where I've produced our collections for the last three years. Being invited to Pitti is such an honor," says Scott Sternberg from Band of Outsiders.