The 94th edition of Pitti Immagine Uomo, which will unveil novelties for menswear and lifestyle collections for s/s 2019, will take place June 12-15, 2018 in Florence, Fortezza da Basso.
The show will host 1,240 brands, 561 of which will be from outside Italy (45% of the total). Outdoor-meets-fashion apparel, soccer and athleisure inspiration, a vast offer of denim labels, stylish anniversaries and new debuts continue to make this show a not-to-be missed international appointment.
Sporty directions
The strongest trends influencing men’s fashion for this edition are sports, outdoor activities and athleisure.
Soccer will play an important role through the glam-sport “Fanatic Feelings–Fashion Play Football” exhibition to be inaugurated on June 12 at Complesso di Santa Maria Novella. Debuting for this edition will be the “I Go Out” pavilion hosted at Sala Della Ronda. This new project interprets outdoor style mixed with advanced style research. A desire for establishing a new more balanced relationship with nature offers a unique lifestyle philosophy and new up-market sporty vision. Brands of the new section include And Wander, Arc'teryx Veilance, a collab collection between Barena and La Sportiva, Christopher Raeburn, Danner, Diemme, Fase Factory, Filson, Goldwin Inc., Griffin, Hoka, Maranè, Mountain Research, Roa, Sease, South2 West8, Teva, Topo Design and the debuting Woolrich Outdoor brand. Reda Active, an innovative and functional wool manufacturer, will also present Lifeproof, a new selection of functional fabrics coated with a biodegradable polymer.
Athleisure will also be protagonist as hosted by the Unconventional show’s pavilion. Luxury underground styles have become part of a hyper-contemporary gender-neutral wardrobe. Brands include Ake Ake, Artselab, Backlash, BB Triangular by Bruno Bordese, Del Carlo, Domrebel Montreal, Gaukk, Gen-Y, Goti and Guerrilla among others. More focused on athleisure styles of this section are Aeance, Brand Black, Castore, Dyne, Gr1ps, Isaora, P.E. Nation and Reda Rewoolution.
Another important debut will be “7 Moncler Fragment Hiroshi Fujiwara,” the first collection of the Moncler Genius project disclosed in Milan during February 2018 Fashion Week. The collection will be launched in Florence on June 13 during a live music event featuring Fujiwara.
International visions
Pitti will host various international brands. Scandinavian Manifesto, for instance, was held in collaboration with Revolver Copenhagen show and will host 17 collections by both emerging and established designers from Denmark, Sweden and Norway. Among them there are Blanche, Filippa K, Forét, Hope, Johannes Adele, Mfpen, Mucker, Newline Halo, Norse Projects, Organic Basics and Uniforms For The Dedicated.
Other up-and-coming names from the Georgian creative scene will be showcased thanks to the Fondazione Pitti Immagine Discovery’s collaboration with Mercedes Benz Fashion Week Tblisi. The brands involved are Aznauri, Anuka Keburia, Gola Damian, Situationist, Tatuna Nikolaishvili and Vaska.
Denim rules
Jeans continue to play a key role for men’s wardrobe. In addition to some longtime exhibiting brand such as Levi’s Made & Crafted, Levi's Vintage Clothing, Replay, Roy Rogers, Gas and Two Men Two Women, others will debut. These include Italian luxury denim brand Richard J.Brown. Also debuting is Hand Picked, a newborn luxury denim brand produced by Giada SpA, licensor of the brands Jacob Cohën, Karl Lagerfeld Denim and Vilebrequin Denim.
Rifle is back and will return exhibiting inside the Fortezza where it will present its relaunch strategy under the guidance of its new majority shareholder, Kora Investments. It will also celebrate its 60th anniversary with special initiatives including a collaboration with Polimoda school to be disclosed on June 13 at 5:30pm at Hotel Garibaldi Blu.
Pepe Jeans London will celebrate its 45th anniversary with a party happening on June 12 inside the Fortezza on June 12. Also Shaft Jeans will also celebrate its 50th anniversary launching a special celebrative T-shirt while holding a party at Cantinetta dei Verrazzano at 7pm.
Among other not to be missed events there is the debut of Pitti Uomo’s Special Guest, Roberto Cavalli new men’s collection designed by its new creative director, Paul Surridge. Japanese designer Fumito Ganryu, after working for Comme des Garçons, will launch his own new conceptual casual collection. British designer Craig Green will also present his own collection characterized by reinterpreted men’s codes as seen through workwear and sculpted-like futuristic silhouettes.
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