Hot weather and hot trends marked the 72nd edition of Pitti Uomo in Florence, which ran June 20 to 23. An African high-pressure system kept the temperature at about 35 degrees Celsius (95 degrees Fahrenheit) in the Tuscan capital and made the show’s 21,219 visitors sweat. But brands found remedies to freshen the buyers and keep their minds cool: Closed and Italia Independent handed out ice cream while Cotton Belt mixed mojitos.

Cool trends for s/s 2008 also brought fresh air into the hot climate: next summer guys are dressed quite classically in shorts or Bermudas, a shirt and a blazer. Must-haves are light cotton Bermudas, chinos and pants (such as those by Mason’s, pictured above), flashy nylon jackets in neon and muted colors as well as polo shirts. The most popular patterns and fabrics on shorts and blazers are dots, flower prints, seersucker, madras checks and pinstripes. Hue-wise, light pastel colors and blue and white bring a summery feeling, while metallic shades continue to highlight the collections. Denim comes in faded colors, in bright colors such as orange, green or yellow and in destroyed blue or white.

Numerous special events highlighted the four-day fair: Diesel presented its jeans-y summer styles in a catwalk show on Thursday and threw an after party hosted by Italian VIPs such as Lapo Elkann and Jovanotti and Riccardo Scamarcio. Guru celebrated its comeback to Pitti at the Stazione Leopolda on Wednesday with a special live performance by Italian soul singer Mario Biondi.

In total 120 events all around Florence were embedded in the successful trade fair, where 710 exhibitors showed 867 collections at the Fortezza da Basso, which was divided in 13 sections. Compared to the 2006’s summer edition, Pitti lost about 400 visitors (21,638 people attended the June 2006 edition). Approximately 12,747 Italian buyers (12,897 in 2006) came to the show while foreign visitors numbered 8,472 (8,741 in 2006). Most of the foreign buyers came from Germany (1,025), Japan (915), Spain (791), the UK (628), Holland (553) and Turkey (409). Several buyers from emerging markets also attended: they made their ways from India (double in number compared to last year), Russia (218, +20.2%), the Czech Republic (+67.4%) and Latvia (+200).

— Barbara Stockinger, Contributing Editor