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106th edition of PittiUomo commences in Florence, Italy


The 106th edition of men’s fashion show, PittiUomo is being held at the Fortezza Da Basso, Florence, Italy. To run until June 14, this edition of the event is being attended by 790 exhibitors, 43 per cent of them from abroad, compared to 832 in January and 825 in June 2023.

The theme of this 106th edition is ‘Pitti Lemon’ as it features an effervescent, ‘lemony’ atmosphere to create a sunny, vitamin-packed environment.

Painted in bright golden yellow, the venue boasts of several eye-catching features such as a florist selling only yellow daffodils, mimosas, hyacinths, narcissi and tulips, display stands filled with ochre postcards, and a straw-colored telephone booth where more than one visitors have stopped to have their photo taken. The exhibitors have decorated their stands with large green plants and original fittings.

The stands outside the venue have been equipped with parasols and deckchairs. The informal clothing brand Sun68 has even installed a swimming pool. However, the seemingly carefree atmosphere belies the underlying challenges.

With a marked slowdown at the start of the year, rising raw material and transport prices, geopolitical tensions, and falling consumer confidence, PittiUomo proves a crucial event to understand the market's direction. Sergio Tamborini, President, SistemaModa Italia (SMI), opines, the market is changing decisively.

Beginning with the awarding of a career prize to Hirofumi Kurino, Co-founder, United Arrows, and the Pitti 2024 Award to Spanish entrepreneur Javier Goyeneche, Head, Ecoalf, PittiUomo proves to be an important tradeshow as the increasing polarisation of the market between extreme luxury and fast fashion has left the middle class with fewer affordable quality options, adds Tamborini.

Emphasising on the need to start again with the product, Antonio De Matteis, President, PittiImmagine, adds, a large number of Asian and American buyers are expected to participate in the show.

Describing the 106th edition of PittiUomo as ‘ an edition of relaunch and challenge, Dario Nardella, Outgoing Mayor, Florence and newly elected MEP on the Democratic Party list, proposed organising an annual meeting in Florence with major European fashion players to set priorities for the sector.


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