Behind the Runway: How Pitti Uomo Shapes International Views of Florence

Milan is often lauded as the fashion hub of Italy, yet in the first weeks of summer, designers, influencers, models, and manufacturers flock to Florence to experience the premier men’s fashion trade fair, The Pitti Uomo.

The Pitti Uomo, which is marketed as “the world’s most important platform for men’s clothing and accessory collections” is a biannual event that allows menswear exhibitors the chance to showcase their take on the latest trends, designs, and styles in menswear to buyers and press from around the globe.

Jeffrey Ampratwum, 38, a professor at the Fashion Institute of Technology in New York City travelled all the way to Florence, Italy for the Pitti Uomo. Ampratwum feels that menswear is synonymous with details, tailoring, and paying attention to the small intricacies in your look. “I think Milan is more luxury fashion,” he said, “here is more bespoke menswear, you know, high tailoring.”

This exhibition is an opportunity to showcase Florentine fashion, but also connect the menswear world internationally, Caterina Gaja, 22, said. “It’s not only about fashion and luxury, but more, I think, about meeting people and sharing perspectives.”

The Pitti is far from over after the official events of the day wrap up early in the evening. After parties, cocktail hours, and boutique open houses perfectly illustrate how style and social energy come together to create something unique for this fashion exhibition.

These after parties serve as key gatherings for exchanging ideas and shaping the event’s tone. They help extend the impact of the Florence fashion exhibition, contributing to its international relevance.

While enjoying a cocktail at the Ellesse after party, Ampratwum said he was eager to head back to New York City to, “take back the vibes and energy of what I’ve picked up from here and see if we can apply it to the guys back in the city.”

Along with creatives, the production sector is active at this event as well. Andy Lin, 62 says, “my brother is taking care of the production, I am more on the branding side.” Lin has worked for a number of brands in the United States for over 10 years such as Mossmo, Quicksilver, Roxy, and others.

“For me, I’ve had a deep connection with Florence, since I was twenty-five.” He describes how the culture and people in Florence continue to draw him back for both business and pleasure.

Lin also gave insight on how branding is important to the producer-consumer connection, and how events like the cocktail party he attended showcase a company’s image and portray not just the product, but the experience and lifestyle that is connected to it.

“The fashion is always moving and changing,” he explained about his time in Florence and in the fashion industry in general. He talks about how fashion is like any other product on the market, “without the story behind the branding, you sell only the product, nothing else.”

Many people like Lin are drawn back to Florence year after year. “I fell in love with the people and since then I have been traveling three or four times to Italy every year.”

This article was produced as part of a journalism collaboration with Georgetown University’s study abroad program in Florence.