This year's theme, "Pitti Lemon", promises to bring a breath of freshness and novelty. The campaign was coordinated by the creative director Angelo Figus and interpreted by the illustrator Giordano Poloni, who imagined a visionary Lemon City, a symbol of style and contemporaneity. Like every year, Pitti Uomo represents an essential showcase for discovering the latest news from big brands and emerging brands.
This year, Pitti Uomo will host around 790 brands, of which 43% come from abroad. Among the prominent names, Paul Smith will be the protagonist of a special event on opening day. Marine Serre, selected as Guest Designer, will bring her innovative and contemporary vision to the stage. There will be no shortage of important events such as the first Pierre Louis Mascia fashion show and the debut of Carolina Castiglioni's Plan C brand.
The exhibition itinerary will be divided into five main sections:
- Fantastic Classic
- Male Future
- Dynamic Attitude
- Superstyling
- I Go Out
Added to these are the special areas S|Style and Vintage Hub, which will offer further inspiration and innovation.
Strengthening Italian Fashion
"Pitti Uomo continues on its path of growth alongside the brands, representing for an increasingly broader and stronger community a moment of meeting, business and in-depth analysis of the themes that run through contemporary fashion culture," comments Raffaello Napoleone, CEO of Pitti Immagine. Thanks to the support of the Ministry of Foreign Affairs and International Cooperation and ICE, Florence continues to be a hub for the internationalization of Italian fashion.
Support for Young Talents
UniCredit, main partner of Pitti Immagine since 2020, has invested in the CFMI Academy, an interface between Fashion Design students and companies in the sector. "Through the Academy, born from the synergy with Pitti and other prestigious partners, we are committed to creating training courses aimed at encouraging the spread of a greater industrial culture and sustainability," says Annalisa Areni of UniCredit Italia.
International Presence and New Projects
The Vintage Hub is the result of the collaboration with The Way Collective, while the Cuoio di Toscana project continues to support young creatives such as Marine Serre. The best of contemporary Chinese menswear arrives with China Wave, and the Scandinavian Manifesto also continues, with a selection of Scandinavian fashion brands.
The collaboration with Promas French Menswear Fédération and DEFI brings a selection of high-quality French brands to Pitti Uomo, including Adn Paris, Again, Anthony Peto, and many others.
Be Cycle: A New Project
From 26 to 28 June, Stazione Leopolda will host Be Cycle, an event dedicated to the culture of cycling, in collaboration with the Municipality of Florence and Toscana Promozione Turistica. "Be Cycle is a new exhibition that presents itself with an unprecedented format at an international level," explains Agostino Poletto, general director of Pitti Immagine.
Pitti Uomo 106 promises to be an edition full of events, innovations and international collaborations, continuing to strengthen Florence's role as the capital of men's fashion and a global platform for the meeting between creativity and business.