It is now Australia's turn to be put under the spotlight after South Korea, Africa, Ukraine, Turkey and Denmark. The up-and-coming designer continent has been chosen as the guest nation for the next edition of Pitti Uomo that will take place from June 13 to 16 in Florence, Italy. Marking the first time Australian men's fashion has been highlighted at such an important international event, the project is being presented by the organisers of the tradeshow and their foundation, Pitti Immagine Discovery, in collaboration with The Woolmark Company.

Seven emerging designers have been selected by the Australian Fashion Chamber to participate in the project. Some are already known in Europe such as Strateas.Carlucci, the label helmed by Peter Strateas and Mario-Luca Carlucci, which has showed previous seasons in Milan and Paris.

The others are Chinese-born, Melbourne-raised designer Chris Ran Lin, Commas, the swimwear label by Richard Jarman Hawaiian shirt brand Double Rainbouu and Mikey Nolan, former art and creative directors of streetwear brand Ksubi; eyewear label Sener Besim, headed up by the Australian-born, Turkish-Albanian designer of the same name; and Ten Pieces, a Japanese punk-meets-sportswear offering created by entrepreneur Maurice Terzini.

Andrea Cavicchi, President of Pitti Immagine Discovery, in a press release stated that Australia is moving towards becoming one of the most interesting places, which is rapidly growing, for contemporary fashion and creativity. That's the reason the company have chosen Australia the main star in their Guest Nation project, she further explained.

The event will also be accompanied by a photo exhibition and digital project put on by Australian photographer Bartolomeo Celestino.