Pitti Uomo opens its windows. Attack by foreign brands


AGI – Pitti Uomo begins, 832 brands were present, of which 46% were foreign. The winter edition of Pitti Uomo, number 105, will take place at the Fortezza da Basso from today until January 12, 2024. In the current international context, the event confirms itself as a point of reference for brands and designers, buyers and specialized press opening of the season.

Not just one a showcase of excellence for the autumn-winter 2024-2025 collections, but also a place that acts as a mirror of trends, creativity and new demands that cross society. The choices of guest designers Lucy Magliano and Steven Stokey-Daley are symbolic, two young creatives – already protagonists at the beginning of their careers in Pitti Uomo’s special projects dedicated to emerging talents, respectively Who’s On Next in 2017 and S-Style in 2021. – which will bring Pitti Uomo many food for thought, besides the spectacle of their fashion.

pitti men's fashion attack on foreign brands

In terms of attendance, the number of exhibitors continues to grow thanks to some significant returns from key companies. Pitti Uomo in January will present the collections of 832 brands, with a significant share of foreign brands (46%). The format of Pitti Uomo is confirmed in all its aspects, with a layout that highlights individual sections, a focus on vintage and the world of pets, and the expansion of international collaboration with the launch of Neudeutsch, an unprecedented new wave design project from Germany.

“Pitti Uomo is in every way an indispensable moment of discussion that makes Florence a leader in the sector of events dedicated to fashion,” comments Raffaello Napoleone, CEO of Pitti Immagine.

“From our special observatory, we understand the desire of brands to be present, to be seen and to meet customers. confidence in the large participation of foreign buyers. In a unique and spectacular context that brings together all the protagonists of the international fashion scene, Pitti Uomo offers the possibility of a unique overview of the new collections and of obtaining useful feedback on the performance of the markets and the main creative scenes. The exploratory work of the Pitti team has been extensive and, as always, we are confident that the Florentine environment will bring added value to special projects in the calendar.”

Ministry of Foreign Affairs and International Cooperation and ICE – Agency for Foreign Promotion and Internationalization of Italian Companies, to support the role of Florence in the internationalization strategy of Italian fashion through the support of the Pitti Immagine 2024 fashion shows, a vital contribution to the incoming program of the best foreign and communication operators.

“Thanks to this collaboration – says Agostino Poletto, CEO of Pitti Immagine – we can also invest precious resources in inviting buyers from emerging markets, both those who we know are potential new customers of Made in Italy quality and those who are already becoming important to our national exhibitors. For this activity, we collaborated with employees of ice offices abroad, we always found competence and deep knowledge of the relevant distribution and consumption contexts, decisive elements for serious programming.”

UniCredit confirms its main partner Pitti Immagine. The bank renews the three-year sponsorship contract and the commitment to support the development of territories and the excellence of Made in Italy. The cooperation agreement for the three-year period 2023-2025 between UniCredit and Pitti Immagine has been renewed, a sponsorship that continues the banking group in the role of main partner, active on the front line to offer its expertise and support to one of the key sectors of the Italian economy.

“In the last three years we have worked with Unicredit with commitment and dedication – says Raffaello Napoleone, CEO of Pitti Immagine – and we are happy that all this continues with the renewal of this partnership until 2025, which we consider a true partnership. obtained in such a difficult and unprecedented context will help us realize even better projects not only for us, who signed the contract, but above all for the Made in Italy companies that we represent and assist in our events and services.”

“It is with great enthusiasm that we confirm our commitment alongside Pitti Immagine – declares Annalisa Areni, head of client strategies at UniCredit Italia -. With the Pitti Uomo trade fair, we are launching a new active partnership that will see us alongside fashion businesses until 2025. in achieving tangible goals in the areas of innovation, sustainability and internationalization, making available professional skills, targeted solutions and the strength of our pan-European network. focus on training, determined to specifically support the talent of young people in Made in Italy fashion. A comprehensive synergy, renewed in accordance with our UniCredit plan for Italy, which aims to contribute to the growth and sustainable development of the country system. This is in line with UniCredit’s main objective on its journey to become the bank for Europe’s future: to unlock the potential of people, businesses and communities by giving them the levers to progress.”

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