After Pitti Immagine has already introduced Soshi Otsuki and Hed Mayner, the first guest designers for Pitti Uomo, the trade fair organizer has now announced the special project and further plans for the upcoming edition in January, which will take place from January 13th to 16th at the Fortezza da Basso in Florence.
At the 109th edition of Pitti Uomo, more than 700 brands will present their men’s collections for fall/winter 2026/2027. In June 2025, 740 brands were represented and in January 2025 there were 770. 44 percent of the brands come from abroad.
HiBeauty
This year the trade fair is also opening up to the beauty segment. Under the name ‘HiBeauty’, the trade fair has a separate area dedicated exclusively to the world of niche perfumery – one of the most important innovations of this edition. A selection of ten independent brands will be represented at the trade fair. The new section builds on the experience of the ‘Fragranze’ fair, which deals with artistic perfumery and niche skin care. “Thanks to an immersive design, ‘HiBeauty’ illustrates the fusion of genres that clothing stores and concept stores around the world are observing with growing interest. Pitti Uomo has not only recognized this development in retail, but also wants to promote and develop it further,” said the organizers.
“Each edition of Pitti Uomo is the result of research, travel and contacts that our team makes,” emphasized Raffaello Napoleone, Managing Director of Pitti Immagine. “We study the most important fashion scenes in depth and meet designers and brands on site to see how they work, move and are perceived.”
Motion
The upcoming edition will take place under the title ‘Motion’. “Because everything is movement, transformation, narrative, progress. The theme chosen for the winter editions of the Pitti Immagine trade fairs embodies the dynamism and the diverse suggestions that come from this word,” explained the organizers on Wednesday during the press conference.
The five sections of the event have been confirmed: Fantastic classic, Futuro maschile, Dynamic attitude, Superstyling and I Go Out.
Soshiotsuki, Hed Mayner and Shinyakozuka on the catwalk
As previously announced, Soshi Otsuki, designer of the eponymous Japanese brand Soshiotsuki, will be the guest designer of the next Pitti Uomo. The winner of the LVMH Prize 2025 will present his style at a fashion show in Florence. Designer Hed Mayner, founder and creative director of the eponymous brand, will also be a guest at Pitti Uomo 109 and present his new collection there.
Shinya Kozuka, a Tokyo-based designer and founder of the eponymous label ‘Shinyakozuka’, is known for his careful use of form and proportion. His original silhouettes are often hand-painted or refined by the designer himself. He will be the protagonist of the special event of Pitti Uomo 109, which includes a fashion show in collaboration with the Japan Fashion Week Organization. Shinyakozuka will also have a presentation area in the Futuro maschile section.
Also returning in this edition is the Scandinavian Manifesto, a section dedicated to Nordic men’s fashion. The area, coordinated by the Danish fashion trade fair CIFF, presents a selection of Scandinavian brands with their new collections. Brands already confirmed include: Bareen, Brixtol Textiles, MessyWeekend, Neuw, Pica Pica and Woodbird.
Contemporary Chinese men’s fashion returns to Fortezza da Basso with China Wave. This is the fourth edition of the special section created by the partnership between Pitti Uomo and the China National Garment Association, which also organizes the CHIC fashion fair in Shanghai. Included are A New Studio, Amano, Always, Call It a Pure Day, Joe With Lol, Swof Care, Times Infinity, Weve, Wu Rang and Zivgrey.
Thanks to the collaboration with the Promas French Menswear Fédération and Defi, there is once again a special focus on creativity ‘Made in France’. Defi is the organization for the development of French men’s fashion and has launched the Promas List, a platform for direct dialogue between buyers and brands. A selection of French brands will be represented at Pitti Uomo 109: American Vintage; Armor Lux; Bomber’s Original; Cachi; Caleb Paris; Chapal; Corso Mille; Daytona73; De Bonne Facture; Emile Garcon; Francesco Smalto; Iron and Resin; Jagvi; Rive Gauche; Jott; Le Temps des Cerises; Museum Garments and The Hideout Clothing.
Roy Roger’s and Kappa present a ski outfit that combines denim DNA with technical innovation
Among the novelties presented in Florence in the field of collaborations is the collaboration between Roy Roger’s and Kappa. They present a ski outfit that combines denim DNA with technical innovation.
Guess returns to Fortezza da Basso with the new collections of its two brands Guess Man and Guess Jeans. Together they embody the lifestyle of the US West Coast and the future of denim in the revolutionary interpretation of Nicolai Marciano.
The historic Austrian loden brand Schneider’s of Salzburg, founded 80 years ago, returns to Pitti Uomo. This comes ahead of a relaunch of the brand on the global market, which is being driven by the new owner, Biella entrepreneur Giovanni Schneider. The new collection for autumn/winter 2026 will be presented in Florence. Under the creative direction of Viviana Volpicella, it combines tradition and innovation. It is based on the famous loden coats and develops garments made from Shetland wool with checked, tartan and herringbone patterns.
The organizers of the fair also announced that the following fashion retailers, among others, have confirmed their participation to date: 10 Corso Como (South Korea); Avart from Switzerland; Beams from Japan; Breuninger, Engelhorn and Reischmann from Germany; End Clothing, Liberty and Frasers Group from the UK; Galeries Lafayette and La Samaritaine from France and Helmut Eder and Reyer from Austria.
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