77th pitti uomo fashion exhibit at the fortezza da basso from january 12th to 15th - the florence newspaper
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77th Pitti Uomo Fashion Exhibit at the Fortezza Da Basso from January 12th to 15th
“The world of fashion is changing”, says Raffaello Napoleone, CEO of Pitti Immagine, “under the impact of new consumer trends buyers must make selections that are very precise and focused on exclusive style-product combinations. Pitti Uomo is always blazing new trails and reacting vigorously to market transformations by revolutionizing the fair layout. At this edition the Main Pavilion will have a new look, created by one of the most interesting names on the international architecture and design scene - Patricia Urquiola. And, clearly, this will change the overall look of the fair itself, definitively confirming its mission as a place for research, experimentation and innovation, in addition to the venue where the Pitti Community meets and works. The fair is the platform where top buyers come to find established brands and emerging names; it is also the strongest context for the vendors in terms of showing their merchandise and promoting their image. It is Pitti Uomo that will open the 2010 international fashion agenda – and it will be filled with exclusive programs and previews including the first fashion show by one of the greatest names in men’s fashions - Corneliani, who will be this edition’s special guest; performances by two of the most talented designers on the scene today and tomorrow – Umit Benan and Max Kibardin, winners of the first edition of ‘Who is on next? Uomo’. And, concurrently with Pitti Uomo we will be presenting the new edition of Pitti W_Woman Precollection, that has its foot on the fashion accelerator and will be hosting a brilliant and unpredictable event by Giles Deacon, who is becoming one of the most innovative names in women’s fashion”. The Special Projects and What’s New At Pitti Uomo 77 The special projects, premieres and international debuts featured at the Fortezza da Basso – many of which have not yet been finalized - include: Everlast’s special layout to celebrate the brand’s 100th birthday, designed by architect Elio Di Franco; the special exhibition space, outside the Arena Strozzi, where the add brand will be presenting its style and new collection; the Pitti Uomo debut of a cult contemporary jeanswear brand, Denham from Holland; the international premiere of Fornarina Sportglam, the new fitness-chic line from Fornarina; and the worldwide presentation of the collection from the prestigious Scottish heritage brand Barbour. Patricia Urquiola’s New Layout Design and The Pop Up Stores In January Pitti Uomo will unveil a new layout: the Main Pavilion will be revolutionized by Patricia Urquiola. Based on a strategy of experimentation in fashions and how they are bought and sold, Ms. Urquiola has created a sort of urban fashion district for the Lower Level of the Main Pavilion with more open stands that promote “dialogue” among the products and an “itinerary” that creates warmer, more natural feelings. And, there will be the Pop Up Stores – areas dedicated to lifestyle accessories that express the new complementarity between clothes and objects, with names like 19 Andrea's 47, A B A Brand Apart, Amaort, Amazonlife, Ecojewel, Extrahenrytimi, H'Katsukawa from Tokyo, Louis Quatorze, Orlebar Brown, Pierre Louis Mascia, Piet Breinholm-The Last Bag- Made in Denmark, Prism of London, Ralph Vaessen, Timex 80 and Yucca.
Pitti People Take the Floor With “What’s Fashion About?” “What’s Fashion About?” is the new tribute to the international community of buyers and visitors attending the fair, as well as the leitmotif of this edition, based on words, concepts and gossip related to the world of fashion. “There will be a very full series of interviews conducted by a group of roaming bloggers”, explains Agostino Poletto, deputy general manager of Pitti Immagine “and once again the protagonists will be the Pitti People, the colorful community of buyers, members of press and visitors who with their style and ideas contribute to the event’s uniqueness”. An installation with a huge banner in the Fortezza da Basso forecourt will display the words, ideas and suggestions proffered by some of the lead players at Pitti Uomo - with additional interventions in the new layout for the Main Pavilion. New Names and All Around Creativity: New Beat(S) and Welcome To My House The new names, the collections by young, avant-garde brands that the Pitti scouts found most interesting as they traveled the world, from Germany to Japan, are the protagonists of New Beat(s) in the Lyceum, which will have a new image curated by designer Ilaria Marelli. The other half of the Lyceum will host Welcome to my house, featuring a selection of young, but already known names that focus their research and efforts on street culture. With a layout by UP! - Studio Design, the Paris-based team of designers, Welcome to my house will become an ideal habitat for projects with high creative content. The names to keep an eye on in both of these sections include: 2 Di Picche Recycled, Aiaiai, Alfie Bobo', Bobbie Burns, Bulk Tm, Dad Crown, Elia Maurizi, Hey Dude!, Kaoru Kaneko, Merry Autumn, Phonz Says Black, Saint Paul, Santafe, Sopopular and Wize & Ope. More Cooperation with Ice for the Press And Buyers The new year, 2010, will be distinguished by closer cooperation with ICE - Italian Trade Commission. Pitti Immagine wishes to thank ICE for the decisive contribution to the organization of the London and Paris press conferences and the trips to Germany and Spain. ICE also supports Pitti Immagine in organizing international delegations of buyers and members of the press that come to the Florence trade fairs. These “missions” are fundamental tools for spreading the word about the Pitti Immagine events on new markets and for strengthening the presence of Italian fashions throughout Europe and the world. Sport and Events - b0.01.11.18.46Web links |
77th Pitti Uomo Fashion Exhibit at the Fortezza Da Basso from January 12th to 15th
The Pitti Uomo Fashion Exhibit will be on display at the Fortezza Da Basso from January 12th to January 15th. Opening hours are from 9am to 6 pm; the last day the fair will be open until 4pm (the registration desk until 2pm).