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74th Pitti Uomo

By FashionUnited

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He is colourful, ecologically correct, loves to travel, and is very attentive to tailoring and fabrics – this is the man for SS09. The designers who presented the new collections during the four days of the 74th edition of Pitti Uomo, at the Fortezza da Basso in Florence had very clear ideas about trends. It was a rendezvous of 734 companies with 911 brands, including 302 from abroad, being 33% of the total. To Raffaello Napoleone, Managing Director of Pitti Immagine since 1995, the right ingredients to make the Florentine exhibition a huge success are even clearer, hence the complexity of the macro-economic outlook.

With bringing internationally famous designers like Walter van Beirendonck and Hugo Boss to Florence, Napoleone makes room for ecology, environmentally sustainable mobility and art. With a series of inaugurations, parades and fringe events, he ensured that Pitti was also alive outside the walls of the Fortezza da Basso. “Care for the environment and environmentally sustainable mobility is not a novelty for us; for many years now we have been showing considerable sensitivity to the environment. An awakening to a real problem, than involves us and that will involve the new generations even more”, Raffaello Napoleone told FashionUnited.

This was translated in the layout of Pitti Immagine 'Free Cycle - Free Mobility', in which the protagonist was the bicycle, increasingly seen as a cult object by millions around the world.

As for the explosive creativity of Walter van Beirondonck, the Flemish designer presented his ironic and desecrating creations in the garden of the Stibbert Museum. Besides PVC and silk clothes, models were wearing the burqa, which caused some controversy. Napoleone commented: “The parade was coherent with the style of the personality, we expected it. Our task as organizers of Pitti is to allow space for designers we believe in, inviting them to present their collections.” The same philosophy goes for the invitation extended to Hugo Boss, who returned to Pitti after a two year absence. The German brand amazed 800 guests with a parade set in the Michelangelesque villa of the Collazzi.

Buyers who wondered around the pavilions of the Fortezza, came across various foreign labels including Bikkembergs, Mismo, Melinda Gloss, Marc O' Polo, Puma, Glenn, Castañer, AC Jeans, Fidelity, Closed. The Made in Italy section presented the new collections of Alberto Fasciani, Bruno Magli, Campanile, Gattinoni, Tincati, Kickers, Serapian Milano, Twin DdM, to name but few. Nearly all the brands proudly boasted fully Italian production and workmanship.

“It is important for the Made in Italy companies to be able to certify their production chain to ensure that who ever cut, sewed and labelled a particular product does their daily work according to the law and is protected by workplace regulations”, Napoleone explained.

Image: Pitti Uomo

Pitti Immagine
Pitti Uomo