Pitti Uomo: New management focuses on innovation and support for brands and buyers

Pitti Uomo is setting the course for the future. More than ever, the Florentine trade fair presents itself as a global platform for men’s fashion that looks far beyond Europe: from the USA to Thailand to the Mercosur countries, the event is open to both established industry giants and emerging designers. The upcoming edition, which will take place from June 16th to 19th at Fortezza da Basso, also marks the strategic start under new management.

Change of strategy under Ivano Cauli

On Tuesday in Milan, Ivano Cauli, the new Chief Executive Officer (CEO) of the Italian trade fair organizer Pitti Immagine, and President Antonio De Matteis presented the goals of the 110th edition. Around 720 brands are expected in Florence, with 44 percent of the exhibitors coming from abroad.

“The fashion industry is currently going through a very critical time, but many small businesses are doing well today. That’s why I’m very optimistic about this event too,” said De Matteis, who is also CEO of Kiton. “When we look at the results of the Salone del Mobile, we can only expect good results. I look at the numbers, I am pragmatic. The revenue of our business in Milan during the week of the fair proves that it was the best week ever.”

Under the new management, the focus is increasingly on innovation and the direct involvement of buyers. “We want to maintain our leadership position. We want to be relevant and offer a reason to come to Florence,” said Cauli.

The highlights: Guest Designers and Special Projects

Pitti Uomo confirms a top-class program of guest designers and special projects for the summer. These include Simone Rocha, DSM Kei Ninomiya and JiyongKim. The Danish label Sunflower is part of this season’s special project. The young British designer William Palmer is also presenting his collection “The Brief Exposure” as part of the Pitti Immagine Prize.

“The Pitti Pool”: theme worlds and exhibitors

Under the main theme “The Pitti Pool”, the trade fair is once again divided into the well-known five areas: Fantastic Classic, Futuro Maschile, Superstyling, Dynamic Attitude and I Go Out.

This season, special attention is paid to returnees and anniversaries: Sundek will be represented again with the “Goldenwave” collection for the first time since it was taken over by the BasicNet Group. Philippe Model Paris also presents its new strategic direction under the new owner Swinger International. The workwear veteran Dickies is also making its debut.

Innovation: Matchmaking using artificial intelligence

The Hyperscout service is celebrating a technological premiere. In collaboration with the Dutch AI specialist of the same name, Pitti Immagine has developed a matchmaking system that analyzes data from past trade fairs. The goal: to create strategic pairings between brands and retailers based on their “DNA”. A pilot project will start in June, initially offering 200 selected exhibitors access to AI-supported competition analyzes and market forecasts.

International participations

The trade fair once again offers space for his collaborations with Asian partners and brings back Code Korea with six contemporary brands from South Korea as well as China Wave in cooperation with the Chinese textile association China National Garment Association.

The summer edition of Pitti Uomo will also host ‘Hi Beauty’, an area in the attic of the central pavilion dedicated to the world of avant-garde fragrances.

Despite global travel uncertainty, retail interest remains unbroken. The confirmed retailers include international heavyweights such as Bergdorf Goodman (USA), 10 Corso Como (South Korea), Mr Porter (UK), Printemps (France) as well as the German top addresses Apropos and 14 Oz. Frauenschuh (Austria) and Monn (Switzerland) will also be on site in Florence.