Due to to the present global health emergency and the measures taken by the Italian government, Pitti Immagine’s board of directors has decided to move all of its three shows–Pitti Uomo, Pitti Filati and Pitti Bimbo–to February, 21-23, 2021 concentrating all activities and special events in the locations of Fortezza da Basso and Stazione Leopolda.
“After the recent decisions taken by the Italian government cancelling all international shows until December 3rd, we started considering on the actual possibilities that our January shows planned to start from January 12th with Pitti Uomo, could take place,” said Claudio Marenzi, president, Pitti Immagine. “We received requests from exhibitors and buyers underlining that in order to re-establish events involving the physical dimension and quality occasions, they needed more time for preparing collections and organizing their presence in Florence. In order to answer these requests, we also agreed and decided to postpone the beginning of our cycle of events by five weeks and thought of a new formula for all of our three shows with the aim and hope that in the meantime conditions can get better and authorizations to make events happen can be granted again.”
“We chose three criteria for selecting these dates,” added Marenzi. “We wanted them to happen in a period that is still useful for sales campaigns, while preserving each event’s own identity and at the same time give a strong sign from the system to the Italian productive-commercial value chain in terms of events of the Italian fashion calendar–for this we will happen three days before Milan Fashion Week takes place.”
To support the already running sales campaign, the shows’ organization is confident that there is still a good margin for placing orders, especially for those who need to meet insiders, and sense collections’ quality and style within a physical event, according to Raffaello Napoleone, CEO, Pitti Immagine. The gathering will open its digital platform Connect in advance, while it has already prepared all the necessary safety measures, including checking visitors while entering and visiting booths, the constant sanitization of the location and guaranteeing participants’ distancing.
For this special edition of Pitti events, the Fortezza will very probably also host an intense program of events and presentations while Stazione Leopolda, thanks to its dimensions and space organization, might also host commercial initiatives, said Agostino Poletto, general manager, Pitti Immagine.