Pitti Uomo 91 would love to thank

Agenzia ICE

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 Once again, in January 2017, the Italian Trade Agency will be flanking and supporting the trade fairs produced by the Centro di Firenze per la Moda Italiana. 

The first event is Pitti Uomo 91, the world’s key trade show featuring contemporary men’s fashions, to be held at the Fortezza da Basso in Florence from 10 to 13 January.
With its 60,000 square meters of exhibition space, Pitti Uomo 91 will be showcasing 1,220 brands - 540 of which (44%) are from abroad, and expects to welcome over 36,000 visitors.
This, the 91st edition of Pitti Uomo will include a series of important events and projects.  
Thanks to ICE’s support, 180 foreign journalists and buyers will be guests of the event. They represent leading names in fashion retail and marketing and the most prestigious trade journals from 15 countries: Austria, Belgium, France, Germany, Great Britain, Netherlands, Spain, Sweden, Switzerland, Turkey, Russia, China, South Korea, Japan and the United States. 
Among the events on the calendar produced thanks to the Agency’s support, are the presentation of Francesca Rinaldo and Alessandro Gallo’s Golden Goose Deluxe Brand and Pitti Italics, a program that has gained an international following for showing the most interesting emerging Italian designers and brands that produce their collection in Italy to the world’s top buyers and trade press. This season’s  Pitti Italics, Carlo Volpi – winner of Who’s On Next? Uomo 2016, Lucio Vanotti and Sansovino 6 will be taking center stage with runway shows, performances and installations. 
Agenzia ICE will also be with Pitti Immagine for the season’s other shows: Pitti Bimbo 84 (19-21 January 2017) and Pitti Filati 80 (25-27 January 2017), hosting more than 150 international journalists and buyers.

CoverStore & Pitti Immagine Uomo: #dressitup

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A special collaboration with CoverStore that will involve creating exclusive portable power banks, customized with the logo of Pitti Uomo, which will be distributed to a selection of top buyers, international journalists, and influencers who will be present at the trade show (Florence, 10-13 January 2017).

Each day CoverStore promotes the phenomenon that our phone covers are more than mere products, but rather are details of our style and personality, focusing on that element of daily life that connects us all and is of fundamental importance: the smartphone, a gateway to the virtual world that is fully grafted into our reality. 
A product in line with a decidedly 3.0 event, like Pitti Uomo. 
A corner of the market that has been conquered on the wave of social media and emotional communication, a company that in just three years went from start-up to €7 million in expected sales volume for 2016, the CoverStore demonstrates how great intuition can reside in simplicity and how entrepreneurial spirit can respond to foresight and intuition.

M·A·C Cosmetics

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The partnership between M·A·C Cosmetics and Pitti Immagine continues. M·A·C Cosmetics will be in fact once again the Pitti Uomo 91 special events' makeup partner.

M·A·C (Make-up Art Cosmetics), a brand of reference in the field of professional make-up, was founded in Toronto in 1984 and it is part of the Group Estée Lauder Companies.
The company's motto - "All Ages, All Races, All Sexes" - reflects the extraordinary appreciation that the brand shows for individuality, creativity and free artistic expression. POP culture is a key element in the DNA of the brand, which has always collaborated with trend-setters and icons of the world of music, fashion and art, creating unique make-up collections. For over 20 years, it is also present in the backstage of fashion shows and concerts and in movies, theater and television events.

Passion, innovation and creativity. The creative partnership between Pitti Immagine and MINI, two different worlds that share common values and objectives in terms of their contemporary lifestyle approach, will continue for all of 2016. Once again, their next joint project for Pitti Uomo 90 will focus on collaborating with new talent in fashion and design, the latest lifestyle trends and new urban culture.

Pitti Boys & Girls

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At Pitti Uomo 91, the Pitti Boys&Girls, staff working within the Fortezza da Basso, will be wearing Armor Lux, Ecoalf, Superga®, and White Sand:

Armor Lux. A historic clothing brand founded in 1938, one of the top suppliers of workwear in France, as well as a symbol of casual wear that retraces the classics of “French” clothing with a timeless style. Armor Lux features a heritage collection that reintroduces Breton icons with an old-fashioned style and uses traditional weaving techniques: the Tricot Rayé or Marinière – also in sweater versions – the fisherman’s shirt - Fisherman's Smoke, the Kabig – a traditional Breton jacket – and the pea coat with its characteristic indigo blue that will be worn by the Pitti Boys & Girls. 
Ecoalf. To create the first generation of garments made from recycled materials, but with a design and quality equal to the best non-recycled products: this is the mission of Ecoalf, an innovative clothing brand characterized by an incredibly high performance product, respectful of the most contemporary trends, and always, and above all, with an eye towards sustainability and re-use. 
Superga®.  A historic footwear brand from Turin and subsidiary of BasicNet SpA, will be on the feet of the entire staff of Pitti Immagine Uomo, Bimbo, and Filati for the fourth edition in a row. The Superga® Centre for Research&Development has developed a black sneaker, model 2750, in full-grain calfskin with a posterior ribbon in red cotton and the trade show’s logo printed on it. 
White Sand. A company from Romagna, the product of expert artisan stylists, White Sand provides slacks with soft volumes and available in many combinations, a featured model of the F/W 2017/18 collection.


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L'Oréal Paris will be the hair styling partner for some of the special events scheduled to take place during Pitti Uomo 91.

Present in over 120 countries and a reference brand in the world of beauty, L'Oréal Paris has developed around a single philosophy: innovate and offer to the highest number of consumers possible the most effective products at the best prices.
The key to the strength and success of L'Oréal Paris is undoubtedly scientific research, to which the company dedicates significant resources. As a global leader in the market, its mission is to, every day, elevate hair care to a professional level, through extremely high quality and tailor made products and services under the L'Oréal Professionnel brand.
Pioneering research that joins with the most recent trends and with the many training courses for hair stylists.
The brand’s strength is in its ongoing connection to the world of fashion, supporting hundreds of fashion shows worldwide. From the runway to celebrity spokespeople, all the way to street fashion, L’Oréal is always in sync with the latest trends.