Street Style at Pitti Uomo 92

MILAN — On Thursday, Pitti Immagine presented the complete schedule of Florence-based international men’s wear fair Pitti Uomo, running Jan. 9 to 12 at the Fortezza da Basso venue.

The trade show will boost the number of special projects, shows and events for its 93th edition. According to Pitti Immagine, 1,230 companies will present their fall collections at the fair, 541 of which coming from abroad. Among the exhibitors, 227 are the companies returning or attending the trade show for the first time.

The Karl Lagerfeld and Corneliani brands will return to the event to unveil the men’s fall 2018 collections at the Sala dell’Orologio in the Costruzioni Lorenesi venue and in the Sala delle Grotte space, respectively. Corneliani will also showcase its CC Collection Corneliani lineup in the Sala Ottagonale area.

Other returning brands include Italian footwear label Fratelli Rossetti, Paul & Shark and Pepe Jeans London, which will celebrate its 45th anniversary presenting a new denim treatment. Woolrich will also host an installation and unveil a movie retracing its heritage during the trade show.

As reported, Brooks Brothers will fete its 200th anniversary at Pitti Uomo, staging its first fashion show at the Salone dei Cinquecento in the Palazzo Vecchio, along with a retrospective of the history of the brand.

Another key appointment will involve Japanese labels Undercover by Jun Takahashi and Takahiromiyashita The Soloist, which have been named this edition’s guest designers brands. They will showcase back-to-back fashion shows at the Stazione Leopolda on Jan. 11.

Italian designer and DJ Dorian Stefano Tarantini will debut M1992, the new moniker of his Malibu 1992 label, with a special event, while emerging talent Luca Magliano, winner of the “Who’s on Next? Uomo 2017” competition, will host a fashion show as part of the Pitti Italics program, which supports young designers.

Additionally, the International Woolmark Prize for men’s and women’s wear will be presented at Pitti.

Finland will be the featured guest nation and includes eight brands in a special area on the lower level of the Spazio Carra. Concept Korea, which focuses on brands from South Korea, will return once again, and Fear of God and Buscemi will set up a temporary shop at the Palazzo Gerini during the show.

Ath-leisure will be spotlighted with the “Athlovers @ Polveriera” project, developed in collaboration with the Italian Reda textile mill. Five international brands — Isaora, 42.54, Aeance, Dyne and Gr1ps — will create collections using fabrics of the Reda Active line.

In addition, designer Damir Doma will host a fashion show to unveil his second collaboration with Italian sportswear brand Lotto.

Simultaneously, in the streets of Florence, Gucci will lift the veil on its Gucci Garden — comprehensive of a store, restaurant by Michelin-starred chef Massimo Bottura and exhibition area curated by critic Maria Luisa Frisa — while Moncler and Ermanno Scervino will inaugurate their new stores. Additionally, Florence design school Polimoda will hold lectures on costumer experience with the attendance of Barneys New York’s svp and divisional merchandise manager of women’s accessories Sarah Blair and director of customer experience Christopher Lacy.

For this edition, Pitti Uomo’s organizers were inspired to the world of cinema in conceiving the fair’s layout and communication. Themed “Pitti Live Movie,” each section of the location will be reinterpreted as movie genres, with dedicated film posters and cinema seats featured at the venue.

A short clip will flank the images in promoting the trade show on social media. In particular, Pitti Uomo’s organizers said they will exploit Instagram’s live stories features to create further buzz.

Last year, Pitti Uomo’s January edition drew 36,000 visitors, counting over 24.300 international buyers.

According to organizers, the upcoming edition will be also enhanced by the positive economic momentum of the country’s textile and fashion industry, as shown by the research released by the Italian fashion and textile consortium SMI Sistema Moda Italia.

According to data elaborated on the base of about 100 companies’ figures, sales in the first quarter of the year were up 1.3 percent for textile firms and 3.6 percent for the fashion ones. The second quarter confirmed the positive trend, with fashion companies’ sales accelerating up 6.7 percent with an overall increase of 3.8 percent. The third quarter consolidated the figures, with 0.4 percent and 1.2 percent increases for textile and fashion firms, respectively.

Data provided by the Italian National Institute of Statistics showed that, in the first seven months of the year, exports of textile and fashion products were up 2.4 percent to 17.9 billion euros, compared to the same period last year.

In particular, the total exports toward European countries rose 1.7 percent while those directed to the extra-European markets were up 3.3 percent.

Among the European destinations of Made in Italy products, the best-performing proved to be Germany, the U.K. and Spain, which were up 1 percent, 3.8 percent and 5.7 percent, respectively.

Exports to the United States — third destination of Italian products — slowed down 0.6 percent, but significant, double-digit increases were registered by the Chinese and Russian markets, up 11.5 percent and 13.4 percent, compared to the same period last year. South Korea also resulted an appealing market for Italian companies, which saw their exports to that country rise 5 percent.

In the same period, Italian imports, especially of Chinese, French and Spanish products, were up 1.9 percent to 12.4 billion euros.

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