From Simone Rocha to AI matchmaking: what to expect at Pitti Uomo 110

Florence will host the 110th edition of Pitti Immagine Uomo 110 from 16 to 19 June 2026 at the Fortezza da Basso, bringing together more than 720 brands from over 30 countries for one of the most important appointments in the international menswear calendar. 

According to organisers, about 44% of exhibitors will come from outside Italy, confirming the event’s international dimension despite a period marked by geopolitical tensions and economic uncertainty. The fair will feature five main sections dedicated to different areas of menswear, from classic tailoring and contemporary fashion research to streetwear and outdoor lifestyle collections. 

The Pool becomes the visual theme of the fair

This year’s visual and conceptual theme is “The Pool”, developed by SSAW Magazine editor-in-chief Chris Vidal Tenomaa and fashion director Tuomas Laitinen. The campaign imagery presents a suspended, reflective atmosphere inspired by the world of swimming pools and themes of identity, desire and contemporary masculinity. The concept also features garments by Irish designer Simone Rocha. 

A large-scale installation connected to the theme will occupy the central square of the Fortezza da Basso. Created by designer Philéo Landowski together with Lebanese artist Pascal Hachem, the project focuses on the hidden infrastructure behind swimming pools, transforming oversized industrial pipes into an immersive sculptural environment that visitors can walk through. 

International guest designers and special projects

Among the most anticipated events of the fair is the participation of Simone Rocha as Guest Designer. Rocha will stage her first independent menswear runway show on 18 June at Florence’s Teatro della Pergola. Japanese designer DSM Kei Ninomiya will also appear as Guest Designer with a presentation of the Spring-Summer 2027 menswear collection linked to the Dover Street Market universe. 

South Korean label JiyongKim has been named Special Guest and will present a site-specific installation inside the Fortezza during the four days of the fair, alongside a dedicated presentation on 17 June. Copenhagen-based brand Sunflower will stage a special runway event at the Teatro del Maggio Musicale as part of a collaboration connected to the 20th anniversary of Copenhagen Fashion Week. 

New exhibition areas and trends

The exhibition layout will also introduce several new projects. “OUTOPIA”, developed with outdoor culture magazine Vanish, will reinterpret the I Go Out section through a combination of technical apparel, fashion and nature-oriented design. Another area, “Hi Beauty”, will expand the fair’s focus on niche and artistic perfumery after its successful debut during the winter edition. 

The fair will continue to be organised around five thematic sections: Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling and I Go Out, covering styles ranging from traditional tailoring to progressive outdoor fashion. 

Artificial intelligence and business matchmaking

Organisers are also introducing Hyperscout, a new artificial intelligence-based matchmaking platform developed with a Dutch technology company. The system analyses data and interactions from previous editions of the fair to suggest potential business connections between brands and buyers. A pilot version will be available to 200 exhibitors during the June edition. 

The event is expected to attract buyers and representatives from major department stores, luxury retailers and independent boutiques from Europe, Asia, the Middle East and North America. Confirmed participants include retailers such as Bergdorf Goodman, Harrods, Galeries Lafayette, Liberty, LuisaViaRoma, Nordstrom and Dover Street Market. 

Institutional support and international promotion

Pitti Uomo is organised by Pitti Immagine with support from Italy’s Ministry of Foreign Affairs and ICE, the Italian Trade Agency, which are backing international buyer and media programmes linked to the 2026 fairs. Admission to Pitti Immagine Uomo 110 is reserved for fashion industry professionals and accredited media.

(Photos via Pitti Immagine website)

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