The 100th edition of Pitti Uomo was held from 30 June to 2 July 2021 in the Fortezza da Basso, Florence.  Following two exclusively digital editions, our fair was the first big international men’s fashion rendezvous to reopen.  The Fortezza was a physical space as well as a place that symbolized a new beginning characterized by enthusiasm and a desire to react on the part of fashion system players.
We acted as trailblazers, offering a model of safety, innovation and a concrete synergy with our new digital tools.  This formula allowed us to also keep a strong presence on the markets which were most heavily penalized by the pandemic.  The qualitative level of the proposals and the projects presented by the brands, as well as the feedback and the numbers themselves, which we will now share with you, have filled us with satisfaction.

396 brands presented their Spring-Summer 2022 collections
112 of which from abroad (28% of the total).
Almost all of them (339) chose to be present both at the Fortezza da Basso with their own exhibition space and on line on Pitti Connect.
57 brands participated exclusively on the Pitti Connect digital platform.

During the three days of Pitti Uomo, which was held at the Fortezza concomitantly with Pitti Bimbo, the participants consisted of:
6,812 members of the trade in total
(buyers + agents and representatives + suppliers + media operators)
4,042 total buyers
3,006 Italian buyers
1,036 foreign buyers (25% of the total)

Europe headed the list of the countries of origin (Germany, Switzerland, France, Spain, Austria, Netherlands); there were also buyers from the United States (driven by the big department stores) and from Canada and Turkey; there were also European representatives of the main department stores and retail groups from Japan, South Korea, China and Hong Kong, countries from which it was still impossible to travel.

Here is the ranking of the main markets:
Germany, Switzerland, France, Spain, Austria, Netherlands, Russia, United States, Poland, Portugal, Greece, Ukraine, United Kingdom, Turkey and Canada.

 

PREMIUM BUYERS

Buyers from some of the most important international stores, boutiques, department stores and on-line retailers took part in this edition of Pitti Uomo.  The names present included:

Abseits (Germany), Grupo Adams  (Spain), Al Sawani (Saudi Arabia), Andreas Murkudis (Germany), Antonioli (Italy), Apropos (Germany), AW Rostamani (UAE), Base Blu (Italy), Bergdorf Goodman (USA), Biffi Boutique (Italy), Bini Silvia Passeggiata (Italy), Bosco di Ciliegi (Russia), Bratfisch (Germany), Browns (UK), CNTRBND (Canada), Dantendorfer (Austria), Delitto e Castigo (Spain), Dell'Oglio (Italy), Domino Boutique (Ukraine), Eraldo (Italy), G&B (Italy), Galeries Lafayette (France), Gaudenzi Boutique (Italy), Hankyu Hanshin (Japan), Harvey Nichols (UK), Harvey Nichols Doha (Qatar), Hionidis (Greece), Illum (Denmark), Jelmoli (Switzerland), Jinji (France), Komaretho (Austria), La Maison Simons (Canada), Lodenfrey (Germany), Luisaviaroma (Italy), Mantovani (Italy), Mercury - Tsum (Russia), Neiman Marcus (USA), Nugnes 1920 (Italy), O' (Italy), One Block Down (Italy), Macondo (Italy), Podium Almaty (Kazakhstan), Pozziuomo (Italy), Printemps (France), Rinascente (Italy), Sagmeister (Austria), SKP (China), Soer Bonavest (Germany), Status Fashion Group (Ukraine), Strolz (Austria), Sugar (Italy), Suit (Italy), Takashimaya (Japan), Tessabit (Italy), Trench (Spain), Tricot (Italy), Trunk Clothiers (UK), United Legend (France), Voo Store (Germany).

Some of them, through the SELECT BUYERS online format, shared a special selection of unmissable brands for contemporary men’s wardrobes with the Pitti Uomo community.  Here are their names:
Polat Uyal (Beymen Group, Turkey), Shannon Stewart (Harry Rosen, Canada), Kevin Kafesu (Norse Projects, Denmark), Giuseppe Angiolini (Sugar, Italy), Alexandra Saunders (Illum, Denmark), Klaus Ritzenhöfer e Henning Korb (Apropos, Germany), Dean Cook (Browns, UK), Konstantin Andricopoulos (Bosco di Ciliegi, Russia).

874 journalists and media operators took part in Pitti Uomo 100.  The main daily papers and national and foreign periodicals, sector magazines, TV stations and on-line publications followed the fair recording the trends and new ideas and taking part in the events that energized the Fortezza da Basso.
Over 230 foreign journalists were accredited mainly originating from: Germany, France, Spain, United States, Denmark, Austria, Russia, Japan, Netherlands, Sweden, United Kingdom and Turkey.

Here are some of the daily papers, magazines, on-line publications and TV stations that followed Pitti Uomo 100:

032C (Germany), A Magazine curated by (France), Achtung (Germany), ADN Kronos (Italy) Aera Style Magazine (Japan), Arbiter (Italy), Asahi.com (Japan), Buro247 (Russia), BOF Business of Fashion (UK), Corriere della Sera (Italy), Die Zeit (Germany), El Pais (Spain), Double (France), Elle (Italy), Esquire Italy (Italy), Esquire (USA), Fashion Magazine (Italy), Fashionnetwork (France), Gentleman (Italy), GQ (Italy), GQ (Russia), Highsnobiety (USA), How to spend it (Italy), ICON (Italy), ICON (Spain), I-D.Vice.com (Italy), Il Foglio (Italy), Il Messaggero (Italy), Il Sole 24 Ore (Italy), In Style (Germany), Journal du Textile (France), JNC (Germany), Kommersant (Russia), L'Officiel (Russia), La Repubblica (Italy), La Stampa (Italy), L’Officiel Hommes (Italy), Le Figaro (France), Leon Magazine (Japan), Mediaset (Italy), Men’s Club (Japan), Men’s Ex (Japan), Men’s Precious (Japan), Milano Finanza Fashion (Italy), Monocle (UK), Mediaset (Italy), Pambianco (Italy), Panorama (Italy), Plaza Magazine (Sweden), QN Quotidiano Nazionale (Italy), Rai (Italy), Rivista Studio (Italy), Scandinavian Mind (Sweden), SSAW (Finland), SKY (Italy), The Spin Off (Germany), Sportweek (Italy), Style Magazine (Italy), T Magazine (USA), Textilwirtschaft (Germany), The Good Life (Italy), The Rake (Russia), The Sartorialist (USA), Vogue (Hong Kong), Vogue (Spain), Vogue (Italy), Vogue Runway (USA), Weekend Knack (Belgium), WWD (USA), WWD (Italy), WWD (France), WWD (Japan), WeAr Global Magazine (Austria), Yomiuri Shimbun (Japan).

Thebe Magugu
Performance by the South African designer and this edition’s special guest 

LVMH Prize 2021
Video preview and “Pitti Walk” live shoot involving the 9 finalists of the 2021 edition of the prestigious award.

Sustainable Style
Catwalk show-event featuring the 15 protagonist brands of the special project dedicated to sustainable menswear. 

ARENA HOMME+ live Shoot
Special shoot curated by the British magazine Arena Homme+ starring a series of top brands photographed by young Italian talents.

UniCredit Theater
A calendar of meetings and talks with the protagonists of fashion in the special arena realized with the support of UniCredit, Pitti Uomo’s main partner. 

People of Pitti
Special sentences pronounced by 100 people from the Pitti community to celebrate Pitti 100.

INTEREST GROWS IN THE BRANDS ON THE ONLINE PLATFORM

The digital platform was confirmed as a strategic business tool: it increases the visibility of the brands and their collections, it makes information and images available in real time and puts designers, companies, buyers and press in touch with each other, broadening the reference markets. 

The digital platform, online until 10 September, recorded important results in the period monitored:

 

BUYERS ON PITTI CONNECT

Buyers who logged in:
5.899 total buyers
3.328 Italian buyers
2.571 foreign buyers
The main countries from which the website was accessed:
Germany, Japan, Spain, United Kingdom, Netherlands, France, Switzerland, United States, Belgium, Greece, Austria, Russia, Turkey, Portugal, and Canada

 

PRESS AND MEDIA ON CONNECT

799 Italian and international journalists and media operators logged in and visited the fair. Main countries of origin: Germany, United States, Japan, United Kingdom, Russia, France, Spain, Netherlands, Sweden, and Austria.

 

THE BILLBOARD

Pitti Uomo also includes intense online editorial and communication activities for promoting all the potential of the brands and collections present on Pitti Connect.  Through dedicated profiles, live events, style itineraries, talks and daily reports broadcast online on The Billboard and relaunched through the newsletters and social network channels, buyers and press were able to learn more about next season’s international menswear trends.

70 planned content items
50,000 pages viewed *

• 30 Exhibitor Spotlights: focuses on the fair’s reference brands;
• 7 Walk-Throughs: outlining the trends through the key garments of the brands at the fair;
• 3 Style Notes: the style notes of the collections of the protagonist brands;
• 15 Sustainable Style profiles: in depth articles and interviews with the protagonists of the special project on sustainable menswear;
• 10 Select Buyers: interviews with top international buyers about their “hot picks” from among the Pitti Uomo brands;
• Daily Reports: special video reports for reliving the experience of the physical fair in a digital form.