By  on November 9, 2010

MILAN — British designer Gareth Pugh is gearing up for his first show in Italy.

Pitti W, the women’s wear counterpart to Pitti Immagine Uomo, Europe’s largest men’s trade show, has tapped Pugh to headline its seventh edition next year.

The two fairs will take place on Jan. 11 in Florence and run concurrently through Jan. 14. Pitti Uomo’s special guest spotlight will fall on Trussardi as the Italian fashion house marks its centenary.

A spokesman for the 28-year-old Pugh said the designer recently visited Florence and has his eye on a central venue for his specially created presentation. Its exact format is still to be decided. A collection will be created specifically for the event, and Pugh will continue to show during Paris Fashion Week.

It’s not the first time the avant-garde Pugh has joined forces with Pitti, however. In February 2007, Pitti Immagine imported BoomBox — a hip East London club night — to Milan for a fashion week party to fete young British designers, including Pugh.

Pugh’s decision to eschew a conventional runway and stage a multimedia presentation during Paris Fashion Week in October — directed by Ruth Hogben and featuring model Kristen McMenamy — was a factor in convincing organizers to select him.

Pugh follows in the footsteps of designers including Haider Ackermann, Giles Deacon, Diane von Furstenberg, Giambattista Valli and Proenza Schouler.

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