lifestyle

Pitti Uomo 96: the future is outside

3' to read

Sustainability and custom craze are becoming more and more relevant for the fashion industry

Pitti Uomo confirms in its ninety-sixth edition a path of development that pushes the event to go beyond itself. With an increasingly intense and significant calendar of events and special guests, the four days in Florence connote as a real mini-fashion week that rotates all around one of the rare exhibition formats on a global scale, able to maintain a role of influence over the market, involving at the same time Italian and international media.

The presence of four special guests of the stature of GivenchySterling Ruby – artist who presented his first collection through his brand S.R. STUDIO. LA. CA. – Marco De Vincenzo and MSGM, who returns to Pitti to celebrate the 10th anniversary of the brand with a fascinating show at the Nelson Mandela Forum, has given continuity to a strategy now underway for several editions.

As if that were not enough, Salvatore Ferragamo chose Florence and Pitti Uomo as the stage for the debut of his new men’s collection for spring-summer 2020.

Alongside the special guests and the fashion shows, Pitti continues to live a turmoil that mainly develops within the walls of the Fortress, with Armani Exchange, which for the first time lands in Pitti with a series of events and initiatives, among which stands out the collaboration with four young and very interesting international artists such as Freddy Carrasco, Max Reed, Ketnipz, Bunny Micheal and Jacob Rochester to consolidate the street core of the brand.

Pitti Uomo 96 Firenze Osanna Davi 20 2

In the same way, ZZegna continues to surprise with the installation curated by Alessandro Sartori, creating a wonderful journey and at the same time enveloping in a desert metaphysical and cybernetic. Certainties, on the other hand, are now represented by the I Go Out section, which consolidates an outdoor trend that becomes a lifestyle, a constant search for a perfect combination of design and performance, in both materials and forms, but which brings with it a new important value: the search for deep consistency with respect to environmental issues, with an ever stronger search for authentic sustainability.

The I Go Out show has become one of the most interesting things about this Pitti number 96, with a selection that goes from Goldwin to Hoka One, from Snow Peak to 24 Bottles and Woolrich Outdoor.

The topic of sustainability was then extensively explored within Pitti, with numerous brands presenting materials and fabrics, which arise mainly from the reuse of disposable plastics and the recycling of bottles, a theme that can no longer be postponed for the planet and the market. A theme that counterbalances the increasingly consistent trend related to the custom craze of which Baracuta was one of the undisputed protagonists with a collaboration with Atelier & Repairs that has as its stated goal “0% production. 100% transformation”.

A transformation that seems to be already underway, as shown by McKinsey’s outlook for Business of Fashion, which shows how sensitivity to environmental issues – together with the desire to have increasingly personalized and on-demand products – has reached a critical peak, so much so as to orient the market in the present and increasingly in the years to come. The challenge is open. The future is increasingly out in the open.

Pitti Uomo 96 Firenze Osanna Davi 22