pittiw

AT PITTI W THE FOCUS IS ON THE PRODUCT WITH A NEW LAYOUT AND NEW OFFER

The fifth edition of Pitti W_Woman Precollection, the Pitti Immagine fair-event dedicated to women’s apparel   will be held concomitantly with Pitti Uomo 77 in Florence from 12 to 15 January 2010. The Dogana (Via Valfonda) will showcase the preview showings of the 2010-2011 fall/winter collections by about 70 international brands.

“Our primary focus is on the product”, says Agostino Poletto, deputy general manager of Pitti Immagine, “with a selection of brands that best interpret the concept of research on elegance with previews, capsule collections and special projects developed to foster concrete business contacts. The  Pitti W offer is increasingly broad; we are pursuing investments in vintage and the world of fragrance and it will all be featured in a totally revised setting - designed by Oliviero Baldini – that facilitates the dialogue between the products and various merchandise categories. As always,  careful scouting and selection processes are what make Pitti W the ideal platform for preview presentations of innovative projects and brands with huge potential”.

THE SECOND EDITION OF VINTAGE FOR PITTI W AND THE SPECIAL AREA DEDICATED TO ARTISTIC PERFUMERY AT THE DOGANA
After last season’s success, the Dogana show will once again include the dedicated  “Vintage for Pitti W” section – produced in cooperation with A.N.G.E.L.O. Vintage Palace. A special setting will be the backdrop for a selection presented by some of the best in the vintage trade who will be showing their vintage couture, accessory, jewelry and signature scarf collections. The participating names include: A.N.G.E.L.O., Cappi Vintage Bijous, Cavalli e Nastri, Emak Bakià Vestirsi Vintage, Venturino Vintage, and Vintage Delirium di Franco Jacassi.
And Pitti W is also presenting a special area called “Fragranze” with an outstanding array of scent and selective perfume brands – some of which are featured at the Fragranze event produced by Pitti Immagine – essential to the contemporary woman’s wardrobe and key lifestyle elements. Some of the featured brands are: Calé Fragranze d’Autore, Histoires de Parfums, La Maison de la Vanille, Mark Buxton, and Perle di Bianca.

THE BEST OF MADE IN ITALY AT DESIGNER COLLECTION
Once again Pitti W will host Designer Collection, the area reserved for the brands that best interpret the concept of style research and experimentation in female elegance. In January the focus will be on a group of collections that express the excellence of Made in Italy. The top buyers who come to Florence will have an opportunity to see previews of the collections by Banci Gioielli Prezioso, Carta e Costura, Giòsa, Leopoldo Giordano, Morfosis, and Nanà Firenze.

The by Gentucca Bini performance-event
The idea is Gentucca Bini’s and it’s being produced by esterni: by-Gentucca Bini is a prêt à porter project dedicated to rethinking existing clothes, and it will be presented to an international audience of buyers and members of the trade at Pitti W. The opening and a sartorial performance will feature 10 items from important international fashion stores – items revisited by the designer while  the by gentucca bini stylists and seamstresses will customize the guests' clothes.

The special projects at this edition include the showing – in a large area at the Dogana -  of the 2010/2011 F/W collection by  the di prêt à porter brand .normaluisa. The theme is enchantment, and as if by magic, all the things that a woman truly needs will be immortalized through prints on the clothes. 

The names at this edition of Pitti W n. 5 include: 5+1_Annapurna, Alberto Fasciani, Album di Famiglia Design Collection,  Amaort Japan, Azzurra Gronchi, BHcrafts, BP Studio, Bun, Chiara Zanetti, Chic Appeal by De Pio, Fabi, Franzi 1864, Get U, Gherardini, Henry Beguelin, Kartell by .normaluisa, I.D. Sarrieri Design, Laurent Gandini, Lika, Maiden-Art, Martha Davis, Masnada, Monica Bianco, Paolo Pecora, Penfield, Rero Design, Russy by Judari, Sacatinta, Seriana Marucelli, Veronica Bettini Mood, and Xavierbrisoux.

GILES DEACON AND THE PITTI W SPECIAL EVENT
Giles Deacon will be the special guest at this edition of Pitti W, the Pitti Immagine fair-event dedicated to women’s collections. The highly acclaimed  British designer was one of the protagonists of the last Paris Fashion Week and recently won the prestigious France’s National Association for the Development of the Fashion Arts Award (ANDAM). On the evening of Thursday, 14 January Giles will present the 2010 F/W women’s precollection at a fashion event held at the headquarters of Richard Ginori 1735, the most famous Italian makers of fine and artistic porcelain.