New geography at Pitti Uomo
The show’s Makers section, hosting artisanal-made brands from all over the world, will occupy the Sala Della Ronda location. A-gender fashion and underground luxury fashion brands hosted by the Unconventional area will occupy double the space when compared to the past edition and will also occupy both Archivi spaces. The cutting-edge and avant-garde design selection hosted by Touch! will move to Padiglione Medici, while forward thinking menswear section Futuro Maschile will also add Arena Strozzi to its historic location Sala delle Nazioni. Also the 'Born In The USA by Liberty Fairs' pavillion will chance location to Arena Strozzi close to Futuro Maschile.
Funky flowers are blooming...
The main theme of this edition will be “Boom, Pitti blooms”, according to a trend emerging in these last months. They chose it with the aim of stressing the positive and vital energy that emanates from the oneiric and colorful huge flowers decorating the whole Fortezza designed and laid out by Sergio Colantuoni.
...from Florence to Milan’s LaRinascente
In-keeping with this theme and the Florence show days, also Milan’s LaRinascente department store will host a pop-up store reproducing a section of Pitti’s funky flowery decors offering a capsule of accessories and basic pieces.
Special events boom
This Pitti edition will host a long series of events aimed at recalling VIPs, insiders and visitors crowding the Tuscan fashion capital. Among them the special exhibition “Il Museo Effimero”, to be held at Palazzo Pitti from 13 June to 22 October 2017, will be inaugurated on the kick-off night of the show. The exhibit has been organized as a collaboration between Fondazione Pitti immagine, Gallerie degli Uffizi and the French costume museum Palais Galliera of Paris as an anticipation for the future opening of the Fashion Museum inside Palazzo Pitti.
More new guests
Various special events will bring great personalities and brands on show in Florence this June. As previously announced, J. W. Anderson, Off White c/o Virgil Abloh and Hugo’s unique event will inform and entertain many insiders. Also debuting will be Christian Louboutin’s men’s sneaker line which will be the focal point of a basketball tournament happening on 13 June in Florence, Piazza Santa Maria Novella.
Akanui, a nomad-chic brand by Nicolò and Carlotta Oddi, will present their elaborately decorated cashmere collection at the Tepidarioum del Roster location on 15 June.
Other designers returning to Pitti Uomo include Tommy Hilfiger, exclusively launching his Hilfiger Edition Spring 2018 and Paul Smith presenting his sport-minded PS by Paul Smith collection.
Australia in the spotlight
Guest Nation of this edition will be Australia. In collaboration with The Woolmark Company, the Australian Fashion Chamber selected eight of the most promising talents of the fashion scene to exhibit their collections inside Spazio Carra, inside the Fortezza’s Central Pavillion.
Schools on show
Among the whirlwind of events happening in these days also some fashion schools present their most excellent talents. From 12 to 15 June, 40 of the best students of IED (Istituto Europeo di Design) will prepare costumes for the “Kemp Dreams Kabuki Courtesans”, as part of a collaboration project between IED, Lindsay Kemp, and Pitti Uomo.
Florence fashion school Polimoda has organized their end of course Fashion Show 2017: “Tell me About You” to be held at Villa Favard and involving an international jury of fashion insiders.
Disclosing Pitti’s novelties and trends
The show will host 1,220 brands, including 540 from foreign countries (44.2% of the total). The show will occupy 60,000 sq. meters and expects to host about 30,000 visitors, while the majority represents buyers (25,500). Out of the total buyers visiting the show, 8,400 are expected to come from foreign countries.
Sneakers, the real must-have
The show continues to present a wide selection of sportswear brands. Most evident is the phenomenon of sneakers, real passe-partout and must-haves in various styles.
Barleycorn continues its course focusing on new hybrid shoe models that explore styles that are in-between a sneaker and a classic men’s shoe. For this edition they will launch Air Grecale, a new clean and cool mould.
Alfvt opts for geometric embellished uppers, while Bally launches ‘70s-80s retro sneaker models. New Balance bets on Made-in-the-US sneakers in grey hue variants.
High-rubber soles are super-hot for OXS’ newest Frank boot, newly redesigned by their new creative director Valentina Curzi. Also highly creative are Testoni and Rocco P, opting for high-sole sneakers. Many brands are revamping the sailing inspired style as presented by Lumberjack and L4K3. Very future-inspired are AIRDP’s fluo lucid rubber shoes and Mizuno’s sneakers with graphic uppers.
Rossignol, after launching their own footwear line in f/w 2017/2018, are enlarging their product offer and including a wider selection of sneakers for s/s 2018.
Bold and flowery decors reinvent military styles
Many brands are reinterpreting military styles. Aeronautica Militare presents a selection of polo shirts playing with macro patches and stripes borrowed from the Italian flag.
Replay reinvents military items adding surf-inspired elements such as, floral prints for men or sequins and glittery elements for women.
Antony Morato adds pink, coral red and sage green to olive green and kaki pieces creating new camouflage pattern blended with 70’s and 80’s inspiration. Also playing with tropical motives is Mackage adding powder pink and green leaves to its jackets.
Blauer bets on two main product selections - an outdoor military and workwear inspired one, and a selection of cleaner and more urban-minded pieces. They also offer many pieces in linen, canvas and cotton nylons showing prints, patchworks and camouflage effects.
Lightness, color and functionality
Many sports and outdoor jacket brands are opting for lighter weight, highly functional and often colorful pieces. Woolrich bets on light jackets in bold yellows and electric blues. Colmar reinterprets bomber jackets and ponchos in denim and new functional materials. Nobis launches its Transitional Collection made up of breathable, wind- and water-protective items thanks to the Embrace laminated membrane and DWR coating.
Aeronautica Militare launches its new Easy Care Division offering jackets made with high-tech Solotex and Deltapeak fibers. Solotex is an innovative fiber with a single molecular structure that combines lightness, softness and memory of shape. Deltapeak, instead, adds breathability, lightness and elasticity to jackets. Tatras opts for 3D surface effect waterproof jackets.
Baracuta goes varsity launching bicolor jackets in eclectic hues such as magenta, light blue and mustard. Their newborn belted Motor Jacket is offered in aged effect crushed nylon.
Sun68 launches a series of bi-color bold hue sweatshirts. More bold hues are offered by Allegri, for its garment-dyed oversize outer jackets. Mackage launches trenches and leather jackets in blue hues and peach pink.
Quality is forever
Ten C launches a selection of iconic pieces - a parka, a three-pocket field jacket, a bomber and an anorak, some indispensable pieces made to remain in their customers’ wardrobes for a long time.
Salvatore Santoro reinterprets biker and perfecto jackets with special surface treatments such as destroyed and stone-washed thanks to special ageing and wax treatments also aimed to provide jackets with a timeless image.
Jeans exploring new appeal
Jeans brand want to explore new frontiers. Roy Rogers is launching a t-shirt, a sweatshirt and a jeans dyed with a new special gel treatment trough which they can save 50% of water.
Nine in the Morning offers jeans whose hems are burnt. Gas bets on super-soft jeans made with a patented fabric by Isko – Isko Cosy. These jeans have a tough hand on their outer side and super-soft cashmere-like touch on the inside. Thanks to special fibers employed they have wind-photective and waterproof properties. Due Soli offers some unique denim pieces added with a pinstripe-effect transparent layer on its surface.
Time to relax
American Vintage, the French cool-chic men’s and women’s brand, is opening a store in Florence while celebrating its 10th anniversary. The store will open on 14 June in Via Strozzi 8/r at 6:30pm.
Menswear brand Manuel Ritz is launching Play, a new leisure collection offering sweatshirts, t-shirts, polo shirts, jogging trousers, jackets and sneakers.
Renowned sportswear and jeanswear designer Romano Ridolfi participates in Pitti Uomo by presenting his relaxed and elegant BSF-Blue San Francisco brand while inaugurating his third store in Florence, located in via della Vigna Nuova 57R Firenze, at 6:30pm on 14 June.
For more information on trade shows check out DFV Group’s expocheck.com.