To enter into the spirit of this post: Madonna, Vogue
Has finally fashion become inclusive? After standing apart for decades as a hobby for an extravagant elite, the spread of social media, digital previews and the e-commerce have made fashion more accessible than ever. Gone are the days of the 1972 first edition of Pitti Uomo when companies showcased menswear collection to the buyers behind the magnificent but closed doors of the Hotel Villa Medici in Florence. Fashion is finally a pleasure for all to indulge in. Pitti Immagine fashion trade fairs are slowly morphing into a global phenomenon, as shown by the Summer edition special collaboration between Pitti Uomo and Instagram, the visual platform known for setting trends and influencer marketing.
Thanks to its three appointments held in Florence, Pitti Uomo (June 11-14), Pitti Bimbo childrenswear (June 20-22) and Pitti Filati fabrics and yarns (June 26-28), twice a year Pitti Immagine fairs explore the latest fashion tendencies and the contemporary lifestyles. The official opening ceremony of Pitti Uomo will take place in the Salone dei Cinquecento in Palazzo Vecchio on June 11 at 10,30am (by invitation only). In its 96th edition, the International men’s trade show will be showcasing the collections of 1220 brands for fall-winter 2019/20 in the headquarters of the fair, the Fortezza da Basso.
The Pitti Special Click is the theme of the Summer fairs and sums up the “X Factor”, the sparkling energy brought out when Pitti people join together and give life to new projects and events. The Main Forecourt of the Fortezza will be transformed through the set design curated by lifestyler Sergio Colantuoni. It is the biggest layout ever realized at Pitti and involves a 1000 square meter prehistoric stilt house that evokes a serene human space. The Pitti Special Click will also be presented through the fairs’ new advertising campaign by Italian photographer Emilio Tini.
Designers, buyers and press will gather the 13 sections of the Fortezza gaining a complete overview of men’s fashion world, including the sportswear of I Play, the contemporary-classic menswear of Futuro Maschile, the collections by the six Tokyo Fashion Award finalists inside Touch! and the artistic perfumery of Hi Beauty.
Among the highlights at the Fortezza, there will be the presentation of Karl Lagerfeld’s S/S 2020 collection accompanied by a live performance by London based street-artist Endless, who will paint a giant portrait of the late designer in the four days of the fair. Also much expected is the debut at Pitti Uomo of the metropolitan line of AX Armani and the return of Drumohr, the formerly Scottish brand now part of Made in Italy, that will launch the Swimwear Capsule in the Main Pavillon on June 11, at 3pm-6pm.
The Pitti schedule involves the third edition of Scandinavian Manifesto that showcases the experimental fashion by young talents from Northern Europe in the Arena Strozzi. For the GUEST NATION special project, organized by the Fondazione Pitti Immagine Discovery in collaboration with Shanghai Fashion Week, ten fashion designers will present collections in the Grotte area. In addition the Chinese duo Yushan Li and Jun Zhou, who established the experimental fashion brand Pronounce, will hit the runway at the Dogana (June 12, 5.00pm).
This edition marks also the first time at the Spazio Carra of Coin Exclesior, a contemporary department store with a selection of brands from the Italian upmarket department store chain dedicated to the worlds of apparel, home decorations, accessories and beauty. The same space will host “Passions Today’s man and the future of retail”, a talk with entrepreneurs and international talents, moderated by Timothy Small, director of Esquire Italia magazine (June 12, 2,30pm).
A touch of Hollywood glamour comes to Florence through the presence of Gabriella Pescucci, the recipient of the Academy Award for Best Costume Design for the film The Age of Innocence (1993) and winner of two Emmy Awards for the historical series The Borgias (2011 and 2013). Together with costume designers Alessandro Lai and Carlo Poggioli, she will run “La Stoffa dei sogni” (Dreams fabric), a workshop in costume designer for tv and cinema (June 11, 2.15 pm in the Area Monumentale).
Some special guests will highlight this edition. Givenchy, a star of French elegance founded by the legendary Count Hubert in 1952, is Pitti Uomo Guest Designer. Clare Waight Keller, the British stylist and artistic director of the LVMH group maison since spring 2017, will present on Wednesday 12 June at 7,30pm the new menswear collection with a special event, whose details are yet to be unveiled.
Sterling Ruby is the Special Guest at Pitti Uomo no. 96. The multifaceted American artist is famous for an activity that spans sculpture, ceramics, video, photography, textiles, and painting. His works are included in some public collections of the most prominent museums, such as the Museum of Modern Art in New York and the Tate Modern, London.
After various collaborations with Raf Simons, Dior, and Calvin Klein, Ruby is ready to present the first collection by his fashion brand brand S.R. STUDIO. LA. CA. at a special event at Le Pagliere (June 13, 6pm).
The Pitti experience continues outside the Fortezza with runway shows and special events in selected locations of Florence.
Piazza della Signoria with the restored fountain of Neptune by Ammanati will be the stage for “Florence Calling” the world debut of the new Spring-Summer 2020 menswear collection by Salvatore Ferragamo on June 11 at 7,30pm.
MSGM, the clothing and accessories brand founded in 2009 by Massimo Giorgetti, will celebrate its first ten years with a unique event at the Mandela Forum on June 13, at 10am. The Sicilian designer Marco De Vincenzo, the Pitti Italics Special Event for this edition, will launch his first men’s collection with a fashion show at the Tepidarium del Roster (June 12, 10am).
At the Museo della Moda e del Costume of Palazzo Pitti, the Fondazione Pitti Immagine Discovery will present the exhibition “Romanzo breve di Moda Maschile – A Short Novel on Men’s Fashion” (12 June – 29 September, opening 11 June, 6pm) by Olivier Saillard. A journey through three decades of men’s fashion from 1989 to the present through the lens of Pitti Uomo, the project-exhibition is conceived as a tribute to Marco Rivetti, President of Pitti Immagine from 1987 to 1995.
At the 16th Century Palazzo Larderel a new exhibition of the One Planet One Future ongoing artistic eco-friendly project founded by Anne de Carbuccia, will open from June 11th to June 30th.
Also open to the public is “If I could, unless we”, a nightwalk through Manifattura Tabacchi (June 11-12-13-14 from 9,30pm to 12am).
Other appointments will be hosted in some of the most beautiful Florentine palaces, to mention a few the presentation of the new Canali collection staged at Palazzo Ximènes (June 12th, from 5:00pm to 9:30pm) and the happening by Jacob Cohen at the Palazzo Gondi (June 11, from 6.30 pm to 9.00 pm).
Two historical Florentine labels will be the protagonists of special events during Pitti Uomo. Gucci will inaugurate the new layout of the Gucci Garden Gallery inside the historic Palazzo della Mercanzia in Piazza della Signoria (June 11, 5pm) and Emilio Pucci will present “Unexpected Pucci”. Published by Rizzoli and edited by Laudomia Pucci, the book is about the Pucci world beyond fashion through art, furniture and lifestyle (Palazzo Pucci, June 12, 10am-1pm; the exhibition will be on display until June 14th, by appointment).
On June 13th at 7,30pm the most attention catching event of Pitti Uomo will be on show. Carine Roitfeld, the former editor-in-chief of Vogue Paris and founder of CR Fashion Book and CR Studio, will present her first CR Runway official fashion show. The event will celebrate the 90th anniversary of Luisa ViaRoma, the Florentine concept store. In the breathtaking stage of Piazzale Michelangelo overlooking the city, five thousand guests will watch a 90s themed multibrand show with 90 Roitfeld’s favorite looks from fall-winter 19 collections sported by some of the most iconic super models, such as Eva Herzigova, the Hadid sisters and Irina Shayk. A special performance by Lenny Kravitz will close the event.
Check the complete program on the website www.pittimmagine.com