In January, the Italian men’s fashion fair Pitti Uomo is focusing on talent from Germany.
With the curated area ‘Neudeutsch’, around 20 talents who are at home in Germany will present their work in Florence, Pitti Uomo announced on Wednesday. The Berliner by choice and trend expert Julian Daynov is responsible for the curation, and was one of the exhibitors last season with collections for Rossi and Studio Seidensticker. Contrary to the German design cliché, Daynov’s selection of established and emerging brands should not only stand for one-dimensionality and functionality. Gender-neutral collections also play a role for these menswear brands.
“In recent decades, Germany’s major cities have served as incubators for a new wave of innovative design talent who are inspired by diverse art and design forms and view Germany as their creative home,” says Daynov. “For me, Neudeutsch reflects precisely this cultural diversity and presents a range of contemporary aesthetes whose design language is rooted in their respective cultures of origin, but emerges, thrives and grows in the German subculture and business landscape.”
Daynov has chosen the brands Acceptance Letter Studio, Avenir, Budde, Equality Perfumes, Frnkow, Haderlump, Hernán, International Citizen, J’ai Mal À La Tête, Marke, Muti, Noam, New Tendency, OBS, OFTT, Sarah Illenberger and Sebastian Herkner decided.
Pitti Uomo finds the right partner for the German platform
Pitti Uomo has been toying with the idea of giving new German design a platform for a long time, explained Antonio Cristaudo, Chief Commercial and Development Officer of the trade fair organizer Pitti Immagine. The trade fair has now found the right partner in Daynov, who was also active as a buyer for the US luxury department store Saks Fifth Avenue and is a consultant for brands, content creator and trend forecaster.
“We have now found a partner in Julian who is familiar with both the design requirements of buying and the economic requirements of the retail business,” says Cristaudo. “This balance is crucial to professionally serving the interests of our industry. With the Neudeutsch Showcase we would like to confirm once again that the German fashion community not only makes an important contribution to the success of Pitti Uomo, but is also a key figure in the success story.”