Pitti Uomo is getting ready for its 95th edition happening from January 8-11, 2019 in Florence, Fortezza da Basso where exhibitors will disclose their f/w 2019-20 collections.
The main theme will be “Are you ‘in or out’ of the box?” playing with the idea that the show hosts many surprise boxes and extraordinary tin-containers of ideas that change every season and tell the newest evolutions of fashion and lifestyle.
“The Pitti Box aims for the surprise factor,” says Agostino Poletto, general manager, Pitti Immagine. “We will discover a new attitude to rigor and elegance, after some more pop-oriented editions. The path of Pitti Uomo will be marked by many ‘boxes,’ with which we want to involve our audience in a series of experiences curated by Pitti Immagine. They will be designed as a place of comfort and entertainment, but above all an invitation to meet and share ideas and suggestions.”
The show continues to scout and offer new Italian and international examples of creativity. Out of the 1,230 brands it will host 542 are foreign (44%). Among projects that highlight novelties from other countries there is Guest Nation Portugal offering interesting upcoming designers from local creativity, including Caiagua and Hugo Costa.
“Scandinavian Manifesto” is organized in collaboration with Revolver Copenhagen show and presents around 17 Scandinavian menswear brands, together with contemporary design icons from the Nordic furniture, art, and culinary scene. Some highlights include Henrik Vibskov and Uniforms for The Dedicated.
Great attention is also focused on Japan through Tokyo Fashion Award, presenting six emerging local designer brands, and The Japanese White Leather Project, an area showcasing collections by four Japanese designers specialized in white leather craftsmanship.
This edition Menswear Guest Designer will be Y/Project, the Paris-based fashion brand by Belgian designer Glenn Martens.
I Go Out, the outdoor-meets-fashion area that debuted in June 2018, will continue participating in the show hosting a wider selection of brands. Among newcomers there are Descente Allterrain, Isaora and Snow Peak.
Unconventional, the luxury streetwear brand mix hosted at Archivi, will sharpen its offer by presenting new brands that offer exclusive, agender and fashion-minded athletic apparel.
Among other intitiaves Fila will launch Fila Fjord, a new premium fashion collection led by the creative direction of Astrid Andersen. Canadian outerwear brand Mackage will host an event inside the show during the afternoon of the first day.
Jeanswear is hot
Several new projetcs will involve jeans. On the evening of January 9, Levi’s will present the revamp of its Levi’s Engineered Jeans within an exclusive event. Villebrequin Jeans, produced by Giada, will debut inside the Fortezza, while Joop!, the total-look fashion brand from Germany will launch its new Jeans Capsule Collection Re-Invent.
Anniversaries in the spotlight
Slam Jam, the eclectic Italian company specialized in urban culture and streetwear, will celebrate its 30th anniversary by collaborating with some of its historic partners–Carhartt, Nike and Stüssy–and creating special projects that will be exhibited inside Museo Marino Marini. Premiere of the celebration will take place on January 8 from 6pm to 9pm.
Other brands will celebrate important anniversaries including Diadora, blowing out 70 candles, and Barbour, partying with Helena Barbour on January 9 for the brand’s 125th anniversary. Ben Sherman will celebrate its 55th anniversary, Moon Boot turns 50, while Lumberjack will hit 40.
Among projects happening outside of the Fortezza, and before the main show there will be “The Time is Now!” organized together with IED-Istituto Europeo di Design, CID (Consorzio Italiano Implementazione Detox) and Greenpeace Italia. Sixteen designers and former IED-students will participate a creative workshop through which they will create five eco-friendly menswear capsule collections. The winners from this contest will participate the June 2019 edition of Pitti Uomo.