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30 October 2016
Author: Lucia Stansbie

Maintaining its title as the main attraction in Italian tradeshows for men’s fashion and boasting new developments in menswear, Pitti Immagine Uomo celebrated its 91st edition of the show this January.


During this edition, brands gathered at Fortezza da Basso, Florence to present their A/W18 collections in accessories and womenswear pre-collection, in addition to menswear. With final attendance figures this month reaching over 24,000 buyers, more than 100 foreign countries and a visitor total of about 36,000 the tradeshow had a tremendous turnout. Of the 100 foreign countries in attendance Germany, Japan, UK, France, Spain, Netherlands, China and United States once again were all the highest numbers in the audience.


Covering all bases and displaying a range of diverse brands, it was interesting to see the different categories and varied price points. Amongst the brands displaying new collections were Altea, Bagutta, Baldinini, Cividini, Doucal's, Ernesto, Eton, Falke, Ghurka, Herno, Lardini, Lubiam, Premiata, Pringle of Scotland, PT Pantaloni Torino, Sartorio, Tagliatore, Tateossian London, to name a few.


Personally, I enjoyed the general vibe and installations from a number of designers. Rossignol Mountain Hut in particular cleverly exhibited a giant mountain hut, making visitors feel like they were venturing on a ski trip and also the display by Replay, who’s brand brought attention to their collection with a giant red neon sign. The ‘My Factory’ section was equally fascinating and housed a great deal of new and interesting designers to buyers.


The Main Pavillion described as ‘the heart of the fair’, had a number of exhibitors within it. This section addressed, “A concept that interprets a man’s wardrobe in a new way: incredibly refined, composite and high end.” And included many exhibitors from Aquascutum and Massimo Alba to Brunelli Cuccinelli. It was incredible to see such wonderful sartorial and high end collections, there were a number of amazing garments made with high quality fabrics on display.


Also within the Main Pavillion was a range of pop up stores. Very on trend as more and more apparel buyers are buying into the trend of ‘concept stores’. In such a rapidly growing category, ‘HI – Beauty’ in particular drew mass attention from the crowd and was dedicated to beauty and perfumes.


A vibrant edition of the show, the main theme came across as ‘Pitti Dance Off’ is a reflection of its title, to express yourself in any way you like and not taking yourself too seriously but still having fun. Cindy Chiu, Assistant Buyer, Project Aegis Co, Shanghai says, “The atmosphere was truly vibrant.  A very interesting mixture.  One of the aspects that struck me the most was the great internationality of the brands. The presentations by Lucio Vanotti, Golden Goose Deluxe Brand and Paul Smith were stunning.”

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