Florence’s Premier Fashion Fair Embraces the Element of Fire For the Winter Edition
January 6, 2025 – Fashion Fair. Pitti Immagine
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 Pitti Uomo’s emotional core, 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 brings together nearly 800 brands from across the globe, solidifying its reputation as the premier event for men’s fashion. Notably, 46% of these exhibitors come from outside Italy, including 31 French brands. This edition reflects Pitti Uomo’s unparalleled influence, especially as it continues to thrive in a market where other major trade fairs, such as Tranoï Homme and Premium Berlin, have ceased operations.
Pitti Uomo 107 boasts an impressive lineup of guest designers and debuts. Among them, Satoshi Kuwata of Setchu takes center stage, alongside MM6 Maison Margiela, which is unveiling a dedicated menswear collection. Other standout moments include the debut of Stuart Weitzman’s men’s shoe line, crafted in Tuscany, and Rrd’s seamless collection, a unique blend of style and functionality.
French Brands at Pitti Uomo 107
This year, Pitti Uomo highlights 31 exceptional French brands across its curated sections:
DINAMIC ATTITUDE:
American College, Bombers Original, Daytona73, Le Temps des Cerises, Redskins, The Hideout Clothing.
FUTURO MASCHILE:
Adn Paris, Bernard Zins, Caleb Paris, Maison Chapal, Coltesse, De Bonne Facture, Homecore, Inoui Editions, Lafaurie, Laulhère, Mii, Paul & Joe.
SUPERSTYLING:
Again, American Vintage, Armor Lux, Berni, Iron and Resin, Jagvi Rive Gauche, Llosa, Mouty, Noyoco, Pas Une Marque.
FANTASTIC CLASSIC:
Corso Mille, Figaret, Seraphin.
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
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