FLORENCE, ITALY – Pucci, Gucci, Salvatore Ferragamo, Ermanno Scervino and Roberto Cavalli are the five Florence-born brands at the centre of events, exhibits and fashion shows celebrating in June the 60th anniversary of the Centro di Firenze per la Moda Italiana which promotes Italian fashion through biannual international trade fair Pitti.
The initiative announced on Tuesday at the opening of the 85th Pitti Uomo will take place during the next edition of the trade fare on June 17-20 to sponsor Italian fashion where it was first launched internationally in the 1950s. ‘Firenze Hometown Fashion’, as the event has been labelled, strives to give visibility to a leading sector in crisis-stricken Italy as data released on the eve of Pitti Uomo showed that, while internal demand contracted last year, exports grew 3.7%, an increase worth 5.2 billion euros.
Initiatives promoted as part of Firenze Hometown Fashion in June will include an evening dedicated to music at the Nuovo Teatro dell’Opera, an event focusing on the Italian fashion identity, fashion shows for up-and-coming designers and Neapolitan tailors. Also scheduled is the inauguration of new lighting on Ponte Vecchio sponsored by Stefano Ricci whose luxury brand recorded a turnover of 126 million euros in 2013, up 42% from the previous year.