PITTI UOMO SPRING 13 by Morgan O’Rourke

Launched 40 years ago, Pitti Uomo is considered by many to be one of the industry’s most important platforms for men’s clothing and accessory collections. The show was created specifically to promote the best of the Italian fashion industry to large foreign markets and has since transformed into a showcase of brands from around the globe


In its third season partnering with GQ.com, which will have live updates straight from show, Pitti Uomo will provide buyers and attendees with greater access to interviews with designers, after hours party coverage and GQ chosen “best of” accessories and fashion. Another “virtual” partnership, new to the show this season, brings online retailer YOOX.com on board, presenting their Spring/Summer 2013 preview collection as well as a prize to the most cutting edge looks at the Pitti Uomo show.



This season the “Who is next? Uomo” project continues in its third year. The scouting program for young menswear talent allows winners to present their collections in Florence each season. In addition, Pitti Uomo welcomes guest designers, a Stone Island exhibit celebrating the past 30 years and a special Valentino event.


“International top brands choose Pitti Uomo in Florence to present their collections and special projects as well as to consolidate their worldwide strategies at the beginning of the season,” says Napoleone. “Pitti Uomo showcases the high-end segment of the menswear industry. Brands exhibiting at Pitti come from all over the world and represent the widest range of the market.”


Pitti Uomo features several sections that add to the mixture of what Napoleone calls the “great tradition, stylistic and technological innovation, sartorial spirit and contemporary flair.” Sections include pop-up accessories, fragrances and cosmetic stores as well as Sport&Sport, which showcases freedom of movement from fitness to sailing and golf to motocross. Then there’s Urban Panorama, a territory with no restrictions between denim and vintage.


Distinguishing itself from other European trade shows, “Pitti trade shows are focused on high quality settings and presentations, a strong international promotion towards top buyers from the most important international markets,” and, Napoleone adds, “the new emerging economies, high level fashion shows and projects on the culture of fashion.


American companies in attendance, such as Saks Fifth Avenue and their men’s fashion director, Eric Jennings, feel the show gives them further insight into trends coming our way in the near future. But the rest of Europe and Asia find the show just as valuable. Sarah Andelman of Colette, Paris says it’s an “excellent preview of what we will see in the following weeks at the Milan and Paris fairs” while Billy Wu from Hong Kong’s Harvey Nichols praises the show’s organization and its ability to satisfy the requirements of my clients who want something special and fun, at the same time.”


Moving forward, Napoleone notes, “Pitti Uomo plans to present the most cutting-edge selection of menswear fashion, invest on new young talents, bring buyers from emerging markets to Pitti Uomo, and keep investing in e-Pitti, in order to increase business potential.”
Pitti Uomo will run June 19-22
From Apparel Insiders
By Morgan O’Rourke

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Monday, June 18, 2012 · Categories: Trade Shows, Trend Analysis, Fashion, Menswear
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