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PARIS — Pitti Uomo continues its tradition of mixing emerging designers with established brands.

This story first appeared in the October 28, 2014 issue of WWD. Subscribe Today.

Marni will be the guest men’s wear brand at the next edition of the international men’s wear trade show slated for Jan. 13 to 16 in Florence.

Having recently celebrated its 20th anniversary, Marni, helmed by Consuelo Castiglioni, is to present an exclusive fashion show at the bellwether fair showcasing its men’s looks for fall 2015.

It will be its first men’s show since 2009, when the format was changed to a presentation.

Collection re-sees will be held in Milan following the show in Florence.

“Pitti Uomo has always celebrated the avant-garde and experimentation — elements which coincide with my work with the men’s wear collection,” Castiglioni told WWD, citing the interpretation of “true men’s wear staples through functionality and classicism, combined with contrasting elements and unexpected details,” as her goal.

Raffaello Napoleone, chief executive officer of Pitti Immagine, called Marni “one of the undisputed leaders on the international fashion scene.

“We have always admired the creativity, elegance and nonconformity that distinguish its style. In Florence, men’s clothing will be at the fulcrum of the project,” he said.

Pitti Uomo has been defending its territory against London Collections: Men, which has been extended from a three-day to a four-day event for January, but will not overlap with the Florentine fair following long negotiations between the British Fashion Council and Pitti Immagine, which last season chartered an airplane to help speed up the arrival of international buyers attending the London shows.

Also joining the trade show’s roster is Hood by Air, arguably the most closely watched street label of the moment. The New York-based brand designed by Shayne Oliver is to produce “a special event” at Pitti Immagine, the organizers said on Monday.

It is not yet known whether the event will feature men’s or women’s fashion, or possibly both.

“Multidisciplinary research, roots firmly anchored in black culture, and the unexpected aspects of certain solutions are all reflected in their fashion shows where performance, music and product define each other. We know that there will be some beautiful chemistry when they meet a city like Florence,” said Lapo Cianchi, the fair’s events manager.

Among the fair’s other happenings will be a live performance starring Tilda Swinton, written and directed by Olivier Saillard. Following “The Impossible Wardrobe” (2012) and “Eternity Dress” (2013), the actress and the director of Paris’ Palais Galliera are to stage “Cloakroom,” their third theatrical piece inspired by the world of fashion. It is scheduled to premier between Nov. 22 and 29 in Paris.

Brands that previously showcased their collections as guests during the trade show’s four-day run included Z Zegna, Kenzo, Kolor, Diesel Black Gold and Valentino.

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