Florentine trade show organizer Pitti Immagine is introducing a new business division called “Tutorship,” which will be focused on helping young designers develop their brands.

A team headed by Riccardo Vannetti will support designers in the different aspects of their business, from researching the right production and distribution partners to the development of communication strategies and brand-image activities.

“Talking about youngsters sometimes sounds like a marketing ploy without any real investment,” said Pitti Immagine chief executive officer Raffaello Napoleone. But he said Pitti Immagine is dedicated to this as “part of a mission, in a spirit of service to the system, which for over 60 years has focused on the promotion of Made in Italy worldwide, gradually discovering new companies and new talents, and always prioritizing selection and guardianship.”

Napoleone said the tutorship program will include international designers, even though it will initially be targeted toward the upcoming talents who took part in its prior initiatives, including Next Uomo, Pitti Italics, Fashion Buzz and Guest Nation.