Pitti Uomo 104, men’s fashion returns to Florence

The game as a playful, challenging but above all creative dimension. “PITTI GAMES is a theme that goes very well with the climate of optimism with which we are preparing to open the shows”says Agostino Poletto, general manager of Pitti Immagine. “This is why we have gone so far as to imagine the Pitti salons as a large gaming table on which to have fun, but also to stake everything, bet on yourself and on your strategy, consider your opponent and partners, get out of the safeties, take some chances, be individualistic or play as a team. Reflect, shuffle, perhaps bluff, shuffle, shuffle, lay down the cards. In short, the game offers us a lot of input, in life and in our work”.

A game, but certainly a very serious one, as demonstrated by the numbers in the sector which tell a certainly positive scenario and which see the first months of 2023 mark a 21% growth, Matteo Zoppas, President of ICE, the Agency for the promotion abroad and the internationalization of Italian companies.

825 brands, of which 41% foreign, present at the Fortezza da Basso. Emerging brands, established designers and special projects that tell through the Spring/Summer 2024 collections where fashion is going today.

«There is a desire to meet again in Florence. Here is what we perceived in the months during which we worked on this new edition of Pitti Uomo”. commented Raffaello Napoleone, CEO of Pitti Immagine. “In a year that is certainly not easy for the sector we represent, our event has more and more appeal: it is chosen and rewarded as an unmissable stage to make yourself known and to meet your international customers.”

The paths of Pitti Uomo

Five sections to tell the world of Menswear in the round: Fantastic classics, male future, Dynamic Attitude, Superstyling and I Go Out. And then space for lifestyle and the most exclusive outdoors, from beachwear to accessories for camping and walking. PITTIPETS then returns while the sections I GO OUT and for S|STYLE they will have a completely new set-up.

FENDI Special Guest FENDI opens its Factory

Demonstrating how the great men’s fashion week opens in Florence and continues in Milan is Fendi’s decision to present at Pitti the Spring/Summer 2024 men’s collection. A special show in the late afternoon of June 15 at the evocative and recently inaugurated FENDI Factory, the Maison’s pole of excellence in the heart of the Tuscan countryside in Capannuccia.

“I am thrilled that the next menswear show will be held in such a special location for me, the beating heart of FENDI, a symbolic place of creation where development, innovation, artisan training and production are united under one roof. It will be a unique occasion to see our products come to life right in the place where our Artisans make them, placing them at the center of the scene for that day” says Silvia Venturini Fendi, Artistic Director of Accessories and Menswear, FENDI.

Guest designer Eli Russell Linnetz, founder of ERL

Soul of the ERL label but also a multifaceted artist, creative and creator of worlds, the Californian designer Eli Russell Linnetz will transform the central square of the Fortezza da Basso into a film set.

The theme is “Make Believe” – explains the artist, “which has many different meanings to me. The world of “Make Believe” is closely related to cinema and film making. In Hollywood. Artisans who come together to create magic, to make dreams come true. The willingness of the public to suspend their disbelief. Even the word “Make” is important: for me Pitti has a strong link with the “Making” of clothes and craftsmanship.”

The sculpture itself was created in Paris before crossing the ocean en route to America, where it has lived for over a century. Now she’s back in Europe, finding a home in Florence, Italy—a surreal artifact that’s sure to challenge and excite her audiences.

Eli Russell Linnetz will also be the protagonist of a fashion show scheduled for Thursday 15th.