Pitti Uomo focuses on athleisure as main menswear trend
Pitti Uomo's 91st edition is set to sparkle with energy, right from its dance-focused theme, 'Pitti Dance Off'. The benchmark Florentine menswear trade show, opening on Tuesday 10th January and ending on Friday 13th, is putting a strong focus on activewear, by hosting a series of initiatives centred on this booming trend in the contemporary apparel market.
"This edition will be much more focused on activewear and athleisure, currently the main drivers of change on the market, for example through increasingly couture tech fabrics and luxury collections that are becoming sportier and sportier,” said show boss Raffaello Napoleone.
All of this sessions' guests of honour feature in fact sportswear and casual fashion as the shared thread running through their Autumn/Winter 2017-18 collections.
From New York-based Belgian designer Tim Coppens, with his hand-crafted fashion inspired by sports apparel and urban culture, to Paul Smith, launching its contemporary PS by Paul Smith line featuring performance effects, high tech fabrics and ergonomic cuts, to the Florentine return of Z Zegna, the Ermenegildo Zegna group's young athleisure line, marking the return at the design helm of Creative Director Alessandro Sartori.
Pitti Uomo 91's programme of sport-themed special events is extensive, including for example a huge, skateboard-inspired installation to celebrate the 10th anniversary of Golden Goose Deluxe Brand's signature sneaker, or the launch of the Cottweiler For Reebok apparel and footwear line, the product of a collaboration between London creative pair Ben Cottrell and Matthew Dainty and the renowned sports label.
These are but a few of the initiatives of this energetic Pitti session, which is hosting 1,220 labels, 200 of them new entries and 540 (44% of the total) coming from outside Italy.
Among the show's other highlights are the first participation by Tommy Hilfiger, the return of Replay and the presence of Wrangler, celebrating its 70 years in business, while luxury menswear label Stefano Ricci will hold a runway show on 11th January in Florence, to celebrate its 45th anniversary.
Not to mention the plethora of emerging designers featured at the show: Lucio Vanotti, Carlo Volpi, Sansovino 6, Japanese label Sulvam, as well as Bmuet(te) and Ordinary People from Korea.
Another novelty will be the show's section dedicated to fragrance and beauty, called 'Hi Beauty', bringing together a selection of brands usually exhibiting at the Fragranze trade show, also produced by Pitti Uomo's organiser, Pitti Immagine.
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