Yoox strengthens ties with Pitti Uomo
Yoox is looking to strengthen its partnership with men’s fashion trade show Pitti Uomo. Thecorner.com, the eclectic and selective sister e-retailer to Yoox, will be heading the ‘Vestirsi da Uomo’ (Dress Like a Man) project at the show’s next edition taking place 8 to 11 January in Florence. The ‘Vestirsi da Uomo’ event, launched in June 2011, celebrates and recognizes masculine elegance in the men’s fashion sector.
Italian journalist Angelo Flaccavento will be directing ‘Vestirsi da Uomo’ for its third edition. His task is to curate a collection of men’s wear from pieces on show at Pitti Uomo. The selected pieces will be on display at the online retailer’s stand and will be available purchase online via Thecorner.com
The project marks a turning point for the collaboration between Yoox and Pitti. “What is really new for us is that we are working together to create a system to support a long-term partnership rather than focusing on individual events,” says Raffaelo Napoleone, CEO of Pitti Immagine.
In June Yoox created the ‘Yoox.com’ prize for ‘Who is on Next?’ in collaboration with Pitti Immagine Uomo, Altaroma and Vogue, an award that recognizes young design talent in the men’s wear sector. The prize helps the winner to develop their brand by showcasing their collection on the site.
Thecorner.com is also trying to shine light on other existing talent in the community. Every edition of the show sees designers featuring in mini-projects on the Thecorner.com site, from collection previews to exclusive content. Foreign designers can take part in the ‘Guest Nation’ event at Pitti W, the trade show dedicated to women’s pre-collections. Every edition designers from a particular country are highlighted on the site, with the Denmark being the next country under the spot-light.
As for children’s wear, Yoox is closing a deal with Pitti Bimbo which should take effect this January.
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