Pitti Uomo 89 shines the spotlights on talents from Africa


After a successful first event held during the 88th edition of Pitti Uomo in June 2015, the FONDAZIONE PITTI DISCOVERY and ITC ETHICAL FASHION INITIATIVE will partner again for Pitti Immagine Uomo 89 (Florence, 12-15 January 2016) with the special event “Generation Africa”. With a focus on fashion from Africa, this unique platform will promote young and talented fashion designers from the continent, and show the energy of today’s African creative scene. 
A runway show scheduled for Thursday, 14 January, at 2.30pm, at the Dogana (Via Valfonda) will feature four brands already known on the international market that present different facets of the African continent and that privilege manufacturing in their home countries. AKJP, Ikiré Jones, Lukhanyo Mdinigi x Nicholas Coutts and U.Mi-1 will present their Autumn/Winter 2016-17 men’s collections.
We continue our collaboration with Pitti Immagine to showcase the creativity of Africa. We want to convey a different image of the continent, one of innovation and diversity with a strong youthful energy for positive change. Pitti Uomo is the perfect platform for the designers to express their vision and show that Africa means serious business.” says Simone Cipriani, Head and Founder of the ITC Ethical Fashion Initiative
Generation Africa is the chance to open a new window on one of today‘s most creative scenes - says Lapo Cianchi, head of Special Projects at Pitti Immagine – and to give emerging fashion designers the opportunity to have a spotlight, both in terms of communication and real business opportunities. The collaboration with ITC Ethical Fashion Initiative combines these goals with a sensitivity to great social issues, and helps provide answers".
For Generation Africa, the Ethical Fashion Initiative partnered with the Italian association, Lai-momo which welcomes asylum-seekers in Italy and promotes cross-cultural exchanges between Africa and Europe with the aim of reducing stereotypes and preconceptions. As part of a joint effort by EFI, Lai-momo and Pitti Immagine to raise awareness on migration, three asylum seekers will model for the show, giving them an opportunity to earn a wage and be part of an empowering international event celebrating creativity from Africa. Continuously striving to improve diversity in the fashion industry, the Ethical Fashion Initiative aims to demonstrate fashion’s capacity to support the betterment of society. 
The Ethical Fashion Initiative is a flagship programme of the International Trade Centre, a joint agency of the United Nations and the World Trade Organization. The Ethical Fashion Initiative links the world’s top fashion talents to marginalised artisans - the majority of them women - in East and West Africa, Haiti and the West Bank. The Initiative has been connecting artisans to the global fashion supply chain since 2009. The Ethical Fashion Initiative also works with the rising generation of fashion talent from Africa, encouraging the forging of fulfilling creative collaborations with artisans on the continent. Under its slogan, “NOT CHARITY, JUST WORK.” the Ethical Fashion Initiative advocates a fairer global fashion industry.
A special thanks to Lai Momo and Africa e Mediterraneo for their support in the show preparations.
The ITC Ethical Fashion Initiative and participating designers thank Aveda for their services during the event