For months, COVID-19 left the fashion industry hanging on a thread. Now, the industry is sewing the seams for the future of fashion at the Pitti Immagine’s summer edition unveiling styles for spring/summer 2022.
Marking the first fashion event in Florence since the start of the pandemic, the Pitti Uomo 100 explores the new trends and collections in international menswear. The event not only signifies the 100th edition of Pitti Immagine but a rebirth of the men’s fashion industry.
The repeated closures of commercial activities caused the men’s fashion sector to suffer internationally and nationally. During the 2020 fiscal year, the Pitti Immagine recorded a downward trend in Italian fashion imports (-20.2%) and exports (-16.7). In comparison, the 2021 fiscal year–coupled with an ease on COVID-19 guidelines and mandates–brought a revival to the industry.
In the wake of the pandemic, the Pitti Immagine offers Florence a sneak peek at the latest in fashion tendencies. Pitti Uomo 100 (June 30 to July 2) focuses on the best international brands and their take on men’s fashion in three macro areas: Fantastic Classic, Dynamic Attitude and Superstyling. The trade fair will host 395 brands – 28% from outside Italy – which totals a fourth of the usual exhibitors.
To comply with safety protocols, the event will be staged simultaneously in person at the Fortezza da Basso, and digitally through Pitti Immagine’s newest platform, Pitti Connect. The Fortezza and Pitti Connect will host 338 brands, while the remaining 57 will be exclusively featured on Pitti Connect.
Special projects and events will comprise this year’s program. The most notable include:
- Thebe Magugu, a South African designer and Pitti Uomo 100 special guest, presents a special men’s collection on Thursday, July 1 from 4 pm to 6 pm.
- A video installation in the Octagonal Room honors the nine finalists of the 2021 LVMH award, which honors rising fashion designers.
- The semi-annual English magazine Arene Homme + will curate a live fashion shoot featuring the leading brands of the event which includes Caruso, Herno, Kiton, Pierre Louis Mascia and Stefano Ricci.
- Giorgia Cantarini, a fashion journalist, presents a new selection of 15 brands to the Sustainable Style project.
- Special statements created by 100 community members–about what they miss, love and look forward to at the shows–will be featured in the event’s booklet to honor the 100th edition.
- The “Pitti Studios” will open to offer a content production service to enhance brands’ social and digital media performances.
- In addition to offering exclusive online brands, Pitti Connect will also feature special multimedia content including “30 Exhibitors Spotlights,” “7 Walk Through,” “15 Sustainable Style profiles” and “12 Buyers Select.” (rachel pellegrino)
For the compete program, visit the Pitti Immagine website.