12 Nov. 2012
Pitti Uomo Bets On Sports FashionPitti Uomo is gearing up for its next edition, set to take place in Florence from January 8-11, 2013. The event will present fall/winter 2013/14 trends from 1,020 menswear brands at the Fortezza da Basso and 70 women's labels within Pitti W’s Dogana area and expects around 30,000 visitors, 21,000 of which will be buyers. Pitti W’s guest nation will be Denmark with the Copenhagen Fashion Week, featuring collections from Aase Hopstock, Anne Sophie Madsen, Anne West, Camilla Skovgaard, Freya Dalsjo and Louise Sigvardt.
In addition to the two guest designer events featuring Kenzo and Maison Kitsuné - read the story here, the show will host a further series of initiatives focused on athletic fashion and sportswear. Directly connected to the sporting world, for example, is White Mountaineering, a prestigious Japanese design and experimental outdoor brand that will debut in Florence and Europe for the first time in collaboration with Pitti Discovery, thanks to long-time insider and brand scout Stefano Martinetto.
Other events will feature new projects from Adidas SLVR designed by Dirk Schönberg, Camper’s newly redesigned Pelota shoe, LG’s recently acquired Allegri with its “Art of Rain” initiative dedicated to its iconic rainproof garments, and G-Star’s new collection by Marc Newson along with a book on his work. The historic “Salone dei 500" will host Ermanno Scervino's new menswear collection as well as its women’s precollection while Palazzo Pucci presents Cameron Silver and various store openings such as Stone Island, Reebok Fendi and Marina Yachting.
Furthermore, The Sport&Sport area has undergone a major makeover and will now be called “I Play,” hosting sports-oriented brands and a new concept that involves the idea of game-playing, interactivity and virtual life, combining different roles and personalities. The former Cavaniglia Pavillion will become a multifunctional space where traditional booths will no longer exist. Instead, the area will unveil an entirely new scenery display every season that presents 50-60 brands. Among this edition’s confirmed labels are Camper, Ecoalf, Fred Perry, Herschel, Museum, Nabholz, The North Face, Parajumpers and Victorinox.
Maria Cristina Pavarini
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