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Thecorner.com has teamed with Pitti Uomo to help men with their fashion decisions.
This story first appeared in the January 3, 2013 issue of WWD. Subscribe Today.
The luxury e-tailer under the Yoox Group umbrella is gearing up to unveil “Vestirsi da Uomo” (“Dress like a man”), an exhibition opening at the Fortezza da Basso’s Sala Della Scherma on Jan. 8 that aims to offer an example of the perfect contemporary men’s wardrobe.
Overseen by Italian journalist Angelo Flaccavento, the exhibit features a selection of 20 men’s wear staples, organized by color. The items, which include both apparel and accessories, represent the most iconic pieces of 20 Italian or international fashion companies including Hentsch, Lardini, Liberty London, Pierre-Louis Mascia, Borsalino and Grenson.
In keeping with its core business, Thecorner.com will also create a dedicated area on its Web site where all the pieces included in the exhibition will be available for purchase from Jan. 8.
“Of course the selection is very commercial, but it’s perfectly in line with the times,” said Yoox Group founder and chief executive officer Federico Marchetti. “It’s for men in their 30s and 40s who don’t want to be considered fashionistas and don’t want to show off.”
A style guide, called “Thinker Dreamer Consumer,” will be distributed at the exhibition and will be sent to the customers, who can shop on the “Vestirsi da Uomo” dedicated area at Thecorner.com.