Pitti Immagine Winter 2025: A Season of Fire and Fashion

Florence’s Premier Fashion Fair Embraces the Element of Fire For the Winter Edition

November 14, Fashion Fair.

This January, Pitti Immagine, the renowned winter trade shows—Pitti Uomo, Pitti Bimbo, and Pitti Filati—will transform Florence into a realm of fire and fashion. Inspired by the powerful and elemental force of fire, this year’s theme, “Fire,” aims to celebrate warmth, creativity, and the transformative spirit of fashion. Under the creative guidance of Angelo Figus and visual enhancements by Alessandro Gori, the entire Fortezza da Basso will be adorned with fiery installations, making this season’s edition a standout in the world of international trade shows.

A Visual Blaze: The “I’m on Fire” Campaign

At the heart of Pitti Uomo’s 107th edition is the “I’m on Fire” campaign, brought to life by photographer Andrea Ariano. Four male portraits embody warmth, intensity, and sensuality—qualities mirrored in the flickering, flame-like motion that accompanies each image in the campaign’s short film. This campaign perfectly captures the emotional core of Pitti Uomo, setting the stage for a season filled with passion, energy, and innovation.

The Fortezza da Basso’s installation will also echo this theme. In the central square, a mesmerizing digital bonfire will greet visitors, with flames represented through immersive video and typography displays. Inside the Lyceum, a playful “Fire-Eater” installation will blend fairy tales with reality, providing an engaging space that celebrates the theme’s mythical and captivating allure.

Unveiling Global Fashion Trends: 790 Brands at Pitti Uomo

The 107th edition of Pitti Uomo promises a robust lineup, featuring nearly 800 brands from around the globe, with 46% hailing from outside Italy. It’s the ultimate men’s fashion showcase, bringing together the best in style, craftsmanship, and innovation. In a market landscape that has seen the closures of prominent trade fairs like Tranoï Homme and Premium Berlin, Pitti Uomo solidifies its position as a pivotal event for men’s fashion worldwide.

Pitti Uomo’s lineup this season includes guest designers Satoshi Kuwata with his brand Setchu, and MM6 Maison Margiela, who is unveiling an exclusive menswear collection. Additional highlights include the debut of Stuart Weitzman’s men’s shoe line, crafted in Tuscany, and a new seamless collection by Rrd, merging style and functionality.

Celebrating the Spirit of “Fire” with a Focus on Collaboration

According to Agostino Poletto, general director of Pitti Immagine, the “Fire” theme is a tribute to the transformative and unifying nature of this primal element. Poletto explains, “Fire brings together and warms bodies and souls, attracts attention, signals direction, inspires, and reshapes old ideas into new ones. Just as fashion does, we’ll spark excitement, ignite desires, and confront challenges with fresh proposals.”

As an expression of this fiery theme, Pitti Uomo will not only highlight fashion’s role in shaping identity and culture but will also introduce a new focus on community engagement, starting with the running community. This expanded vision aims to make Pitti Uomo a platform where fashion meets lifestyle, pushing the boundaries of what a trade show can be.

Economic Impact and a Global Stage for Italian Fashion

Despite current economic challenges, Italian menswear continues to show resilience. Recent data indicates that while exports have slowed, they still grew by 2.7% to reach €5.5 billion, with France, the United States, and China leading as key markets. Notably, China has seen a 37% increase in Italian menswear imports, defying the global trend towards local production.

Pitti Immagine ’s commitment to sustaining the industry extends beyond the fashion itself. CEO Raffaello Napoleone emphasizes the importance of supporting exhibitors by maintaining accessible participation costs, while Matteo Zoppas, president of the ICE Agency, highlights efforts to bring qualified buyers, journalists, and influencers to the event. This year, Pitti Uomo expects to host around 500 prominent industry figures, reinforcing its role as a major economic driver for Italian fashion.

Key Info:

Event Dates: January 14-17, 2025

Location: Fortezza da Basso, Florence, Italy
Exhibitors: 790 brands (46% international)

Theme: Fire – symbolizing transformation, unity, and creativity in fashion

Highlights:

Guest Designers: Satoshi Kuwata (Setchu), MM6 Maison Margiela

Debuts: Stuart Weitzman men’s shoes, Premiata apparel line

Exclusive Collections: Rrd’s seamless wear, fire-themed installations

Special Installations: Digital bonfire, “Realm of the Fire-Eater” at Lyceum