MILAN — Z Zegna will be the guest brand at the next edition of Pitti Uomo, the international men’s wear trade show scheduled for June 17 to 20 in Florence.
This story first appeared in the April 24, 2014 issue of WWD. Subscribe Today.
The Zegna Group’s younger and more experimental line, designed by Paul Surridge, will host an event at the fair on June 19 in a location that has yet to be determined.
“We are very happy that such an important protagonist of international men’s fashion as Zegna will preview its Z Zegna collection at Pitti,” said Pitti Immagine president Gaetano Marzotto. “Z Zegna is a young and innovative line, which reworks formalwear combining it with sporty themes and materials — being inspired by urban lifestyle, it’s in line with the research embraced by our trade show.”
Marzotto noted that the presence in Florence of the Zegna Group, a pillar of Milan Fashion Week, would dovetail with other events during Pitti in June. To wit: the Florentine Center of Italian Fashion will celebrate its 60th anniversary with the Firenze Hometown of Fashion program. The latter includes a number of events in Florence, hosted by Tuscan companies such as Gucci, Emilio Pucci, Roberto Cavalli and Ermanno Scervino.
“[Having Z Zegna show] confirms that Italy’s men’s fashion system is on the right track to collaborate in order to enhance its greatest points of strength and face the new challenges of international competition,” Marzotto added.
Previously a number of international fashion labels, including Band of Outsiders, Jil Sander, Carven, Valentino, Kenzo, Kolor and Diesel Black Gold, showcased their collections in Florence during the trade show.
According to a Zegna spokeswoman, in light of the presence at Pitti Uomo, the company will not present a runway show in Milan for Z Zegna this season.