MILAN — Moschino will be the men’s wear guest brand at the next edition of Pitti Uomo, the men’s international trade show running in Florence June 16 to 19.

After presenting his first two men’s collections for the Milanese brand in London, Moschino creative director Jeremy Scott will make his men’s wear debut in Italy with a runway show held in the Tuscan city during the fair.

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“In Jeremy Scott’s collections, we see the humor, the irreverence, the tendency to explode myths, and the manipulation of pop iconography — all that we knew to be part of Franco Moschino’s spirit and designs,” said Raffaello Napoleone, chief executive officer of Pitti Immagine.

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“There is also lots of originality in his work — he seems to have a sort of special-sensor focused on our times — in the way he combines fabrics and materials, especially the finest types, because his designs are luxurious. And that is the reason behind our invitation,” he added.

Pitti organizers said they are staging the first exhibition dedicated to the work and style of Italian fashion icon Nino Cerruti, and are planning to host a runway show by British designer Thomas Tait as women’s guest designer. In addition, Carlo Brandelli, creative director of British tailoring brand Kilgour, will debut a new fashion project at Pitti Uomo.

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