Pitti Immagine Uomo
Pitti Immagine Uomo's newest project: the 'e-Pitti'
 

19 Nov. 2010

PITTI UOMO GOES DIGITAL


Pitti Immagine Uomo has announced the start of its new project 'e-Pitti', a digital tradeshow. Starting in June of 2011, this special initiative will allow visitors, buyers and press to continue watching collections participating Pitti via web and make purchases or deals that they didn't manage to do during the 'real' show. The digital show will continue to be available online for one month after the tradeshow has ended.

Within the January edition held between January 11-14, 2011 in Florence's Fortezza da Basso, Trussardi will start celebrating its 100th anniversary and will continue doing so throughout the year with a series of different initiatives. On Jan. 11, they will organize the “8 1/2" by Fondazione Nicola Trussardi, an exhibition focused on a series of art projects that the maison has been supporting during the last eight and a half years. A special Trussardi fashion show will be held Jan. 12, showing a special collection that mixes past and future inspiration. The whole series of initiatives will focus on four different excellence sectors which are fashion, design, art and food.

Other events will include the stage of a special collection designed by Alberta Ferretti on Jan. 11, British designer Gareth Pugh presenting his own event performance, plus events from Fabio Quaranta and Andrea Incontri, both winners of the Who Is On Next June 2010 competition.

The tradeshow will host almost 1,000 menswear brands plus 70 womenswear brands hosted inside the Dogana pavillion. They expect to welcome 30,000 visitors, of which 23,360 will be buyers.

Other special events that will take place during Pitti’s next edition, inlude for instance Hugo Boss returning to Pitti presenting its special project, Boss Selection; Arrow, US heritage shirt brand by the Tommy Hilfiger brand, launching the brand in Europe; Pantofola D'Oro celebrating its 125th anniversary, and Umbro presenting its special capsule collection created in collaboration with Aitor Throup. In addition, Jacob Cohen will participate in the show, and Adam Kimmel will present its new project. Moreover, Scottish brand Folk Clothing will present its special collection both within the tradeshow and during an event organized in the city. Greater spaces will be occupied by CP Company and Marina Yachting, while Façonnable and Jeckerson will return to exhibit.

New pop-up stores will be dedicated to Skitsch design objetcs, cosmetics, an increasingly important segment also for men and the Fine Art Dirt Collection, an exhibition dedicated to customized decor motocycles. The My Factory space, launched six months ago, will host brands like Bob Sdrunk, Commune De Paris 1871, Frost Birgens, HTC Hollywood Trading Company, Il Sistema Degli Oggetti, Levi's Made & Crafted, Salvation Nation and Uniforms For The Dedicated.
Maria Cristina Pavarini

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