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Pitti Uomo reveals new program, "60 years of Florence, Hometown of Fashion"

By FashionUnited

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During the opening of Pitti Uomo's 85 edition, the men's fashion trade fair

in Florence, a new event was announced; “60 years of Florence, Hometown of Fashion”, for the trade fair 86 edition. The event is set to run from June 17 to 20.

The event is set to showcase the best of Made in Italy fashion, which has its roots in Florence and its program contains a number of exhibitions, interviews concerts, installations and more from some of the top Italian fashion houses.

Five main fashion labels who were all 'born' in Florence will also participate in the trade show for the first time; Roberto Cavalli, Ermanno Scervino, Salvatore Ferragamo, Gucci and Emilio Pucci. Together the fashion houses will pay tribute to their founding city during a coordinated event, where each label will host a fashion show at selected locations through Florence. An newly created award will also been given out during the trade show, to celebrate the best Italian and International retailers.

The event was designed to honor the 60th anniversary of the Centro di Firenze per la Moda Italiana (The Florence Center for Italian Fashion) and certain part of the program will be opened to the public. This initiative will bring together a number of local fashion institutions, associations, as well as the organizer of the Florence fashion trade fairs, Pitti Immagine.

It has the support of the city of Florence as will, which aims to bring more focus to Italian fashion and is set to be organized by Pitti Uomo, with the backing of the Ministry of Economic Development and the Italian foreign trade commission ICE. The government has made 1,5 million euros available for the event.

This new initiative is seen as part of a growing defense from Pitti Immagine to bring attention back to Florence and it fashions trade shows, as a growing number of competitors in other fashion capitals plan fashion weeks and trade shows simultaneously with Pitti Uomo, such as London Collections: Men, UK men's fashion week, which runs from January 6 to 8.

LCM
London Collections
Pitti Immagine
Pitti Uomo