As always, the first day of Pitti Uomo, the premier international trade fair dedicated to menswear and contemporary lifestyle, started with the opening ceremony.
Held at the beautiful Salone dei Cinquecento, which was built in 1495.
One of the most beautiful things about Florence is how you’re surrounded by art and history wherever you find yourself. Whether it’s street art or in this case art by the famous Michael Angelo and Leonardo Davinci. Speakers at the official ceremony included the Mayor of Florence, Chairman of the Center of Fashion in Florence, and the Chairman of Pitti Immagine.
THE TRADE SHOW: SCENTS OF FLORENCE
The next stop was the trade show, which can be quite overwhelming especially if you don’t have a detailed plan of how you want to go about it. This time, I decided to check out the fragrance section, “Hi Beauty”, which surprisingly, throughout my many years attending Pitti, I’ve never had the time to check. This section had a selection of niche perfumeries, and one which really stood out was the 457-year-old Farmacia SS Annunziata, not just because of its grand history which goes way back, but also due to its unique scents.
GUEST NATION: GEORGIA
Guest nation, which started in 2010 with Brazil, and Finland last season featured six designers from Georgia this time, which happens to be the guest nation this season. One stand-out designer out of the six was Roma Photydze, creative director of Vaska. His collection is made with strictly organic fabrics and mostly handmade, no synthetics. This will be his 6th collection and also happens to be his first time at Pitti Uomo.
FANATIC FEELINGS: FASHION PLAYS FOOTBALL
This was a very interesting exhibition curated by Markus Ebner, founder of German fashion magazine Achtung Mode and Sepp Football Fashion, and contemporary art critic Francesco Bonami. It featured images of famous photographers from the past and present and their link to fashion.
GUCCI GARDEN COCKTAIL PARTY: IT’S A WRAP
The night ended at the Gucci Garden, where the Gucci team held another beautiful cocktail evening to celebrate the opening of two new rooms at the Gucci Garden Galleria, located inside the historic Palazzo della Mercanzia in Florence’s Piazza della Signoria. This was also another opportunity to have another look at the Gucci museum, which I saw in January, but you know what? You can never get tired of looking through the Gucci archives, especially with the two newly added rooms!
A LONG RIDE TO ROBERTO CAVALLI
Another highlight from Pitti Uomo has to be Roberto Cavalli’s offsite show, which took approximately thirty minutes drive to get to due to rush hour traffic. But the journey was well worth it as the venue (the famous Carthusian monastery founded in 1341) and the collection, of course, made up for the long ride. This was also Paul Surridge’s first collection for the brand, which was founded in Florence, so it was a perfect fit as this season’s special guest at Pitti Uomo.