FLORENCE, ITALY – Pitti Genetarion(s) is the title-theme of the January fairs and it will talk about the simultaneous “coexistence” of different generations in today’s fashions and styles.
The first fair, Pitti Uomo 89, will be held in Florence, Fortezza da Basso, 12-15 January 2016. The numbers of this edition are: 1205 brands and collections (531 of which are from abroad), 226 new names.
The exhibition area is on 60,000 square meters. The 15 stages along the men’s fashion itinerary are: Pitti Uomo, Make, Pop Up Stores, The Latest Fashion Buzz, Eye Pop, Fashion At Work, Futuro Maschile, Touch!, l’Altro Uomo, Born in the USA, Unconventional, Open, I Play, Urban Panorama, My Factory.
35,000 visitors attended the last winter edition of the fair; over 24,000 were buyers and of these, 8,660 (36% of the total) came from abroad.
The main foreign markets are Japan, Germany, Spain, Great Britain, Turkey, China, France, Holland, Switzerland, South Korea, United States, Belgium, Russia, Sweden, Portugal, Greece, Austria, Denmark, Norway and Hong Kong.
Pitti Generation(s) will take an ironic and lighthearted look at an era in which age is more a state of mind than a date on a birth certificate with mature men wearing jeans and t-shirts and youngsters who sport Victorian bears and have a passion for vintage looks. It will be a plunge into new styles and new “ways of life”.
Theme projects designed by Oliviero Baldini and featured at the Fortezza da Basso’s strategic points. Pitti Generation(s), is the inspiration for an exclusive capsule collection of timeless items distributed by original temporary shops: a project produced in cooperation with the design brand Seletti and Toiletpaper, Maurizio Cattelan and Pierpaolo Ferrari’s cult magazine.
Pitti Generation(s) is also the theme for the new digital project created to “accompany” the fairs’ ad campaign. Using morphing techniques, faces of the international fashion system’s Pitti People overlap, merge and change. Directed and filmed by Pasquale Abbattista; produced by Hi!Production and supervised by Max Brun.
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