PARIS — Storied tailored brand Corneliani will stage its first runway show at the men’s trade show Pitti Immagine Uomo in January, as the expo throws the spotlight on the sartorial virtues of Made in Italy products.

This story first appeared in the November 3, 2009 issue of WWD. Subscribe Today.

“This event represents a new way of exhibiting our style that will increase the appeal of our brand in the minds of our clients,” Corneliani president and chief executive officer Carlalberto Corneliani said Monday.

Corneliani sales and strategic marketing director Maurizio Corneliani told WWD the catwalk decision came at an opportune time, “especially now when our customers are looking for a story. The runway is an effective tool to communicate the trends and the more glamorous side of the sartorial tradition.”

He added it was “too early” to confirm if the label would continue to use the format in the future.

Corneliani is the first tailored brand to be featured as Pitti Uomo’s special guest, a spokeswoman for Pitti confirmed, following a series of designer brands including Undercover, which staged its runway show around the sumptuous water basins of Florence’s Giardino di Boboli in June.

Thom Browne, Walter Van Beirendonck, Kris Van Assche and Martin Margiela have all headlined the Florence, Italy-based trade expo in the past.

Pitti chief executive officer Raffaello Napoleone explained: “The event…is a tribute to the culture of production and to fashion design, which make Made in Italy great around the world.”

The show will take place at former railway station and exhibition space Stazione Leopolda. The 77th edition of Pitti Uomo runs Jan. 12 to 15.

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