Yet another record-breaking edition for Pitti Uomo in Florence: for the 92nd edition of the event dedicated to men's fashion, the second most important after the Milan Fashion Week, there are 1.220 brands/collections, of which 540 from abroad (44,2% of the total). A boom in visitors is also expected between today and 16 June: in the last edition there were 30.000 visitors in total, of which over 25.500 were buyers, of which 8.400 were buyers from abroad.
There are 15 stages in which the path inside men's fashion is divided in the traditional and suggestive setting of the Fortezza da Basso: Pitti Uomo, Make, Pop Up Stores, Eye Pop, Fashion At Work, HI Beauty, Futuro Maschile, Touch!, L'Altro Uomo, Born in the USA, Unconventional, Open, I Play, Urban Panorama, My Factory Buyer.
The main foreign reference markets of the show are: Germany, Japan, Spain, United Kingdom, China, Holland, France, Turkey, Switzerland, Belgium, United States, South Korea, Russia, Austria, Portugal, Denmark, Sweden. "We discovered that Pitti generates over 10 times a return on related industries for Florence, 500 million on related industries, it is a great resource for Florence, and certainly a flagship", he said Claudio Marenzi, president of Confindustria Moda and Pitti Immagine, citing a study by Bocconi University today at the opening ceremony of Pitti Immagine Uomo.
“Here – he explained – we are seen by a large number of buyers and journalists who could hardly see everything in 4 days”. Pitti, observed Marenzi, “has gone from being a mere trade fair to a propositional fair, which has begun to launch trends: those who want to launch new products come to Pitti to exhibit them. We are proactive, the Next award is an example of this. However, we are not the only ones in this, Florence is the place to be at the beginning of the men's fashion season in the world, but there is a connection with the Italian fashion week that continues with Milan. Italy is the only multicentric country: in fashion there is Paris, not France; London, not the UK; New York, not the US. In Italy there is Milan, there is Florence, there are districts”.
"The world of Pitti is based on brands, but we are undergoing a very strong attack: the counterfeiting industry seriously damages real and serious industry, and we must fight it", he explained instead Andrea Cavicchi, president of the Florence Center for Italian Fashion applauding the initiative of the Chamber of Commerce of Florence, which since yesterday has been displaying posters on the subject created by local high school students.
"We are all responsible - he added - if we buy a counterfeit garment: we must all raise awareness, starting from the young, we need to start with training to combat counterfeiting“. Like Cfmi, the president recalled, "we are working at the national fashion table to promote training: here we have some of the most important schools in the world for fashion, the fashion world needs figures who fit in".
