Even for Pitti Immagine the period from the Gulf War to the end of the Second Millennium was an epoch unto itself. It was not merely a matter of continuously rising numbers: exhibitors, sales, buyers…A new and positive formula for holding fairs took root in Florence. It was a formula that combined the existing principles of quality, selectivity and completeness with modern management techniques and creative new blood in marketing, communications, design and staging. 

Marco Rivetti's personal authority and entrepreneurial spirit carried the company to an undisputed international leadership. Then Mario Boselli, who succeeded him as president, in 1995 completed and strengthened the development. Florence became the world capital of the men's industry, making fashion and the "fashion culture" - exhibitions, shows, studies, cultural and artistic events …and all the great designers returned to Florence to show their collections in outstanding, unique events.

Thanks also to the diplomatic skills of Vittorio Rimbotti, engineer and financier on loan to fashion, the promotion of Italian fashions finally became more stable: the frontlines of women's designers and industry in Milan, High Fashion in Rome, the men's and other textile and clothing industries in Florence. And always, the CFMI - with its clear-sighted strategy of supporting the fairs - diversified and specialized its activities and investments, ranging from major cultural events (Biennale di Firenze) to education (Polimoda), from promotions on foreign markets (through the Ente Moda Italia) to publishing (Edifir). Approval ratings among the Italian public institutions rose as more and more promotional initiatives were produced with their cooperation in Italy and abroad. The company also invested in the Fortezza da Basso which, with its Renaissance walls, eighteenth century buildings and last generation hi-tech pavilions, has become an extraordinary exhibition venue.

Photo: Barocco Bel Canto, Maurice Béjart-Gianni Versace, Boboli Gardens, 1997