MILAN — Pitti Immagine is strengthening its ties to the city of Milan.

This story first appeared in the November 11, 2014 issue of WWD. Subscribe Today.

At the biannual press conference Monday to present the agenda of men’s wear fair Pitti Uomo, scheduled Jan. 13 to 16, the Florentine trade show organizer said it will endorse “La Via dell’Uomo” (“Men’s Street,” in English). This is an initiative to promote Via Gesù, the 890-foot long street connecting Via Montenapoleone and Via Spiga, as the Golden Triangle’s ultimate destination for men. Over the last few years, the street has seen the arrival of numerous men’s brands including Luciano Barbera, Brioni, Caruso, Kiton, Stefano Ricci, Zilli, Mariano Rubinacci, Silvano Lattanzi and Acqua di Parma. The first event celebrating “Men’s Street” will take place on Jan. 17 to coincide with the first day of Milan Men’s Fashion Week.

As part of increased cooperation between Florence and Milan, Pitti Immagine will also support the “Revelations-Finance for Fine Arts” program promoted by Milan’s Pinacoteca di Brera and the Italian Bourse. Pitti Immagine will finance the restoration of Carlo Dolci’s “David with the Head of Goliath” painting, which will be part of an exhibition focused on the Baroque painter hosted at Palazzo Pitti in Florence from June to October. Italian brand Golden Goose will also take part in the project, financing the restoration of the “Saint George and Saint John the Baptist” painting by Renaissance artist Dosso Dossi.

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During the next edition of Pitti Uomo, 1,090 exhibitors will present their fall/winter 2015 men’s collections. Of these, 40 percent will come from outside Italy. In addition, Pitti Uomo, which will also launch an app available for exhibitors and visitors, not only teamed up with U.S. American fair organizer Liberty Fairs to bring about 20 North American brands to Florence, but will also host a delegation of six Swedish labels, as well as 13 fashion companies from Russia, the season’s guest nation.

In addition to events organized by Marni, Hood by Air and Peuterey, the trade show will host Andrea Incontri as its Designer Project. Instead of showing during Milan Fashion Week, in January the designer will mount a runway show in an undisclosed Florentine location.

Among the new projects to be launched at Pitti Uomo this season is “Arrivo,” the first ready-to-wear and accessories collection designed by Camo’s Stefano Ughetti and Matteo Gioli of Super Duper Hats. In addition, Swedish underwear label The White Briefs and fashion guru Nick Wooster will present a capsule collection; Nigel Cabourn will unveil its “K100” collection for British outdoor label Karrimor; Scotch & Soda will debut its new House of Scotch project, and WP Lavori in Corso will showcase the fruits of the collaboration between its Australian footwear brand Blundstone and Ducati.

Pitti Uomo also will host special appearances by T.Lipop and Alberto Premi Design, the brands that won the last edition of the “Who is on Next? Uomo” competition, while The Latest Fashion Buzz area will showcase the collections of a group of up-and-coming men’s fashion designers selected by Vogue Italia and GQ Italia.

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