Pitti Immagine Uomo 101

11 - 13 January 2022
Florence, Fortezza da Basso
Final report

The 101st edition of Pitti Uomo took place from 11 to 13 January 2022 at the Fortezza da Basso in Florence, within a context that was undoubtedly complicated. With determination, though, we stayed committed to the choice we made since the beginning of the pandemic: to stay close to companies and buyers, pursuing the interest of the entire fashion system. We are satisfied and happy with the challenges we overcome: we presented the most representative men's fashion collections, guaranteeing our brands a fair complying with the highest safety standards. We put under the spotlight the event, its protagonists, and our work, not only re-establishing virtuous market mechanisms but also tracing a new path marked by optimism and the desire to move forward. For these results, we firstly want to thank the entire Pitti Uomo community, who believed in our work and our ability to deliver.

THE PROTAGONIST BRANDS

11 - 13 January
2022
  • BRANDS
    THAT PRESENTED THEIR FALL-WINTER 2022 COLLECTIONS IN FLORENCE
    548
  • BRANDS
    FROM ABROAD (30% OF TOTAL)
    164
  • BRANDS ON THE PLATFORM
    589
All the brands present at the Fortezza da Basso with their own exhibition space decided to join the online platform Pitti Connect as well.
41 brands participated exclusively online: 7% of the total 589 brands on the platform.

THE BUYERS AT THE FORTEZZA DA BASSO

During the three days of Pitti Uomo, which was held at the Fortezza concomitantly with Pitti Bimbo, the participants consisted of:

11 - 13 January
2022
  • professionals in total
    (buyers + agents and representatives + suppliers + media operators)
    8.000
  • total buyers
    4.900+
  • Italian buyers
    3.430
  • foreign buyers
    (30% OF TOTAL)
    1.470
  • BUYERS’ COUNTRIES OF ORIGIN
    60
Here is the ranking of the top 10 foreign countries for the numbers of buyers in attendance:
The Netherlands (138 buyers), France (134), Spain (124), Germany (120), UK (63), Switzerland (61), Belgium (57), Turkey (46), USA (42) and Russia (35).

Good results from Northern European countries (Norway, Sweden, Denmark, and Finland for a total of 60 buyers). We reported some quality presences also from China, Japan, South Korea, China - Hong Kong and the UAE.

 

PREMIUM BUYERS


Buyers from some of the most important international stores, boutiques, department stores and on-line retailers took part in the 101st edition of Pitti Uomo. The names present included:

Abseits (Germany), Alfa International - Harvey Nichols Riyadh (Saudi Arabia), Antonioli (Italy), Apropos (Germany), Auzmendi (Spain), Braun (Germany), Browns (UK), Brunschwig (Switzerland), Cntrbnd (Canada), Dantendorfer (Austria), Delitto e Castigo (Spain), End Clothing (UK), Eraldo (Italy), Felloni (Italy), G & B (Italy), Galeries Lafayette (France), Gaudenzi (Italy), Giglio Bagnara (Italy), Globus (Switzerland), Hankyu Hanshin (Japan), Harvey Nichols Londra (UK), Harvey Nichols Kuwait (Kuwait), Helmut Eder (Austria), Illum (Denmark), Itk (Latvia), Julian Fashion (Italy), La Maison Degand (Belgium), La Maison Simons (Canada), Le Gray (Saudi Arabia), Level (UAE), Lodenfrey (Germany), Lorenz Bach (Switzerland), Luisaviaroma (Italy), Mercury - Tsum (Russia), Michele Inzerillo (Italy), Minetti Angelo (Italy), Nino Alvarez (Spain), Nugnes 1920 (Italy), O (Italy), One Block Down (Italy), Podium Almaty (Kazakhstan), Printemps (France), Rail So (Italy), Ratti (Italy), Rinascente (Italy), Ritz Mantovani (Italy), Selfridges (UK), Silver Deer (Mexico), Smets (Luxembourg), Strolz (Austria), Sugar (Italy), Suit (Italy), Takashimaya (Japan), Tem-Plate (Portugal), Tessabit (Italy), The Business (UK), The Optimist (USA), The Webster (USA), Tiziana Fausti (Italy), Voo Store (Germany), Wise (Italy).

This edition of Pitti Uomo saw the return of the BUYERS SELECT online format: a series of interviews with the most important Italian and international buyers who shared with our community a special selection of essential brands for the contemporary men's wardrobe. Here are their names:
Danny Stienen (Antonioli, Italy), David Fishbein (The Optimist LA, USA), Uwe Maier (Bungalow Store, Germany), João Pedro de Vasconcelos (Wrong Weather, Portugal), Costas Karageorge (The Business Fashion, UK).

Here is some feedback collected from buyers during the fair:

If Pitti Uomo is important to us? We have 13 people of our buying team here at this edition! Pitti Uomo launches the season, it represents the beginning of everything, and I couldn't wait to go back to Florence. It is an important opportunity to meet our partners, we usually see them in Paris, but here we get to see their presentations, always thoughtful and innovative. The only difference with previous editions is the smaller number of visitors, but looking on the positive side, this allowed me to discover the collections more calmly and pay greater attention. The world of menswear today wants increasingly comfortable outfits, relaxed and soft shapes, cashmere and knitwear of excellent quality, and at the same time, there is a great desire to go back to dressing smart. At the fair, I found the mix of formal, contemporary, and outdoor that has always distinguished the style of Pitti Uomo. My favorite area was Superstyling.

— Laurent Coulier, menswear buying and merchandising director, GALERIES LAFAYETTE (Francia)

I have always been a fan of Pitti Uomo. The fair is a fundamental appointment for networking and discovering new trends. Currently, classic style is making a comeback, but always in a modern key. The outdoors and genderfluid concept are trends perfectly illustrated by the Futuro Maschile area on the Top Floor. Moreover, sustainability is no longer a trend, but a must-have for brands, followed with passion by the new generations. For this edition, I expected a lower turnout, and instead, I was pleasantly surprised. We organized an event on the fair's opening night, and I was really satisfied.

— Marco Inzerillo, owner of INZERILLO and president Histores association (Italy)

If I could describe this edition in one word, it would be “hope”. The atmosphere was good and friendly, we’ve been so happy to see each other again. Moreover, almost everybody was positive about the future. It is no secret that Pitti Uomo is the most important fair in the menswear fashion industry. And the main point for me as a buyer is a possibility to see so many brands in one location and to check what they are working on, where they are now. That would be impossible without Pitti Uomo. As always, the area I was the most interested in was the Main Pavilion, as I am responsible for the classic/casual as well as sport chic buying. [As for trends,] I can say that many more companies use double-face fabrics for outerwear and jackets. Unlined coats have been presented in many stands in a wide variety of models. I feel like suites are slowly coming back as well. And [there is] a lot of attention to sustainability.

— Boris Kotelsky, Chief Buyer TSUM (Russia)

I love Pitti Uomo, and I am happy to be here! We need to get back to normalcy. Fashion and image are dynamic worlds that cannot be experienced only online: one thing is to see a photo, another is to see a person. I'm here to see people in real life. The world of menswear in the Scandinavian market is moving more and more towards a comfortable formal style; customers are interested in comfort, durability, and recycling of garments: this is why I also very much appreciated the presence of Vintage Selection. I was particularly interested in accessories and discovered several new exciting brands.

— Alexandra Saunders, buying manager shoes & accessories ILLUM (Denmark)

Our first time at Pitti Uomo was in 1976. It is the only fair in the sector we attend. Today, it is essential to be there more than ever: retailers have been brave to participate, and companies are happy that we made an effort, despite the current challenges. Although the fair at this edition was smaller, the atmosphere was pleasant, and we worked well and smoothly. The exhibitors had the time and enthusiasm to present the new collections. Italy is the country that dictates fashion rules and today we feel elegance is coming back: there is a sense of respect for the self and others in the way we dress, move, and talk. Fantastic organization as always.

— Michele e Emily Degand, owners of LA MAISON DEGAND (Belgium)

How do you survive in today's retail world? Working well online and offering excitiing brands that other stores don't have. That is why a fair like Pitti Uomo is vital for the scouting activities it allows. I am happy that you decided to go ahead with this edition: things have to get back to normal, and it's all in our hands. Every edition, I have found many exciting brands, and I am impressed with how you manage to organize everything down to the smallest detail.

— Constantine Karageorge, owner of THE BUSINESS (UK)

If you don't invest in the right brands, you lose 90% of customers. Today, the people who enter your store know perfectly well what they want, and you must be able to invest in a very well-curated selection. Many famous stores have closed in Los Angeles due to Covid, while we have opened three stores in the last few months. Selection is everything, and Pitti Uomo represents an excellent opportunity to research the world of menswear. The streetwear trend is still going strong in the US, and I was interested in both clothing and accessories proposals. During my visit, I found everything was clear, easy to find, and I always felt safe.

— Marius Frayssinet, menswear buyer of THE WEBSTER (USA)

I'm really happy I came. In 2021, we grew a lot. People want to dress well and buy clothes that make them feel special again despite the current situation. Competition is high, and Pitti Uomo is an excellent opportunity to research and scout new brands. I was interested in both clothing and accessories collections, and I can say that I found proposals for both sectors. Among our strengths, we certainly count customer service: we try to create a real in-store experience, and being updated on the new trends is a fundamental part of this process.

— David Fishbein, owner of THE OPTIMIST (USA)

This year will be the 10th anniversary of Level Shoes, and we certainly couldn't miss Pitti Uomo! It was essential to send the message that we are here, present, and the world of fashion must not stop, obviously in full respect of the safety measures. We add at least 25 or 30 new proposals in our stores every year: the brand partnership and customer education are part of our DNA. This is why the fair is a necessary appointment: it represents the first official release and is essential for consolidating the collection and scouting the next one. The current trend is very positive, 2021 was a season of great growth, and there is a desire to find new things.

— Caterina Ercoli, head of buying of LEVEL SHOES (Emirati Arabi)

Pitti Uomo is the most beautiful and authentic fair there is. Despite the smaller size due to the current situation, I saw a beautiful edition, very focused, with more industry professionals. I took in a lot of positivity: those who chose to be here are optimistic and sent a good message. Among the most exciting areas, I would count Futuro Maschile on the Top Floor of the Central Pavillion and Dynamic Attitude, with many proposals with a fresh and contemporary mood. And I always felt safe, thanks to the attention paid by the fair to comply with anti-Covid regulations.

— Alessio Aramini, head of buying of OLUXURY (Italia)

PRESS AND MEDIA FEEDBACK

880 journalists and media operators took part in Pitti Uomo 101.

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 240 foreign journalists were accredited mainly originating from: United States, Germany, France, Spain, United Kingdom, Sweden, Japan, Switzerland, Russia, Austria, The Netherlands, Belgium, Finland and Denmark.

Here are some of the daily papers, magazines, on-line publications and TV stations that followed Pitti Uomo 101:

032C (Germany), A Magazine curated by (France), Achtung (Germany), Aera Style Magazine (Japan), BOF Business of Fashion (UK), Corriere della Sera (Italy), D La Repubblica (Italy), Dazed Digital (UK), De Standaard (Belgium), Elle (Italy), Elle (Romania), Esquire (South Korea), Esquire (Germany), Esquire (Italy), Esquire (Middle East), Esquire (The Netherlands), Esquire (Russia), Euroman (Denmark), Fashion Magazine (Italy), Fashion Today (Germany), Fashionnetwork (France), FashionSnoops (USA), Financial Times (UK), Forza Style (Japan), Footwear Magazine (Japan), GQ (Russia), GQ (Spain), Harper's Bazaar (Germany), Highsnobiety (USA), Hub Style (Italy), ICON (Spain), Icon (Italy), Il Foglio (Italy), Il Giornale (Italy), Il Sole 24 Ore (Italy), Instyle (Germany), In Style (Germany), Journal du Textile (France), JNC (Germany), Kommersant (Russia), L'Officiel Korea (South Korea), La Repubblica (Italy), La Stampa (Italy), Le Figaro (France), Le Point (France), Les Echos (France), L’Officiel Hommes (Italy), Leon Magazine (Japan), Mediaset (Italy), Men’s Ex (Japan), Men’s Health (Germany), Men’s Precious (Japan), MF Fashion (Italy), Monocle (UK), Nickwooster.com (USA), Numero (Germany), Pambianco (Italy), Panorama (Italy), Plaza Magazine (Sweden), QN Quotidiano Nazionale (Italy), RAI (Italy), Robb Report (Russia), Robb Report (USA), Scandinavian Mind (Sweden), SSAW (Finland), Showstudio (UK), SModa - El Pais (Spain), Style in Progress (Austria), SKY (Italy), Tagwalk (UK), Sportweek (Italy), Style Magazine (Italy), T Magazine (USA), Tatler (China), The Telegraph (UK), Textilwirtschaft (Germany), The New York Times (USA), The Rake (Russia), The Sartorialist (USA), Vogue (Hong Kong), Vogue Business (UK), Vogue (Italy), Vogue (Spain), Vogue.com (UK), Vogue Runway (USA), Vogue (Ukraine), Wallpaper (UK), Weekend Knack (Belgium), WWD (USA), WWD (Italy), WWD (China), WWD (Japan), WeAr Global Magazine (Austria).

About Pitti Uomo 101, they said

Call it the Glastonbury of Menswear. Pitti Uomo is a twice-yearly three-day festival of masculine dress and accessories covering everything from formal tailoring to streetwear and beyond

— Vogue Business

Long deemed as a great resource for high-quality men’s fashion, Pitti Uomo has been adapting to the ever-evolving category, striking a balance between classic formalwear and more avant-garde brands, either for their sustainable credentials or contemporary positioning

— WWD

Like every season, the most important men's fashion show on the planet welcomes fashion enthusiasts from all over the world. For the autumn-winter 2022-2023 season, the personalities met in the streets of Florence.

— Vogue France

Inside the Fortezza da Basso, a host of brands pushed on despite the Omicron variant. Pitti Uomo 101 covered evolutions in tailoring and formalwear - particularly poignant today in the wake of millions of men working from home.

— Wallpaper

Pitti Uomo restarts, and fashion rethinks itself. What does fashion want to be today? Perhaps a glimpse of this can be found in the three macro areas into which Pitti articulates men's fashion.

— Esquire.com

Pitti Uomo remains the most important and authoritative - if not the biggest - men's clothing trade show, which attracts buyers, companies, agents, and manufacturers as well as journalists, intellectuals, and artists from all over the world.

— Style Magazine

The 101st edition of Pitti Uomo should be seen as a fresh start. After the symbolic number of 100, this ideally opens another cycle that looks to the roots to reinvent itself.

— iconmagazine.it

The Fortezza da Basso looked undoubtedly different from the days when you walked crammed in the crowd and bounced from one side to the other to meet designers, entrepreneurs, testimonials, and celebrities who gladly lent themselves to the sea of people. But in that somewhat unreal calmness, a little miracle took place: attention returned to the product, the real reason people should arrive in the city.

— Vanityfair.it

Pitti closes beyond expectations, in an ode to Italian sartorial excellence.

— Panorama.it

Pitti Connect: record numbers on the digital platform

Here is the final report
On 28 February, Pitti Uomo 101 concluded on Pitti Connect, the digital platform where the brands remained online for 12 weeks, from 7 December 2021 to 28 February 2022.
During this period, which preceded, supported, and extended the physical fair at the Fortezza da Basso, feedback was excellent. Pitti Connect is gaining recognition and trust among brands whose online presence grew by 45% compared to the summer edition and among operators who use the platform's services and are becoming more numerous.
Once again, Pitti Connect met companies' global communication needs by providing tools that align with the needs of the fashion system and its markets, proving that it is an integral part of our exhibition system.

7 December - 28 February
2022
  • ACCREDITED MEMBERS OF THE TRADE*
    10.150
  • TOTAL PAGES VIEWED*
    917.906
  • Visits*
    254.245
  • Average session time*
    1' 17''
  • Average pages consulted per visit*
    3,61
*data from 7/12/2021 to 28/2/2022

Pitti Connect proved to be an indispensable and complementary tool to the physical fair. At this edition, the digital platform recorded excellent performances, the best ever, thus validating the trend shown by the partial data published at the end of January. Pageviews, operators' visits, and logins continued to grow. Clearly, the platform has established itself among buyers and the press as a way to research brands, discover trends, contact exhibitors, facilitate relationships, and do business.

 

BUYERS ON PITTI CONNECT

PREMIUM BUYERS


Buyers from some of the most important international shops, boutiques, department stores, and online retailers visited this edition of Pitti Uomo on Connect. Among them:

58's Buy Heidt (Germany), Abseits (Germay), Alfa International - Harvey Nichols Riyadh (Saudi Arabia), Andreas Murkudis (Germany), Barneys Japan (Japan), Base Blu (Italy), Beams (Japan), Bergdorf Goodman (US), Beymen (Turkey), Bilzerian Alan (US), Bloomingdale's (US), Bosco di Ciliegi (Russia), Braun Hamburg (Germany), Breuninger (Germany), Code 7 (Russia), Daniels & Co (Germany), Dantendorfer (Austria), David Jones (Australia), El Corte Ingles (Spain), Fenwick (UK), Folli Follie (Italy), Frida (Germany), Galeries Lafayette (France), Gaudenzi (Italy) Giglio Bagnara (Italy), Giulio (UK), Globus (Switzerland), Grey Flannel (UK), Hankyu Hanshin (Japan), Harrods (UK), Harrolds (Australia), Harry Rosen (Canada), Helmut Eder (Austria), Hionidis (Greece), Hirmer (Germany), Il Duomo (Italy), Isetan Mitsukoshi (Japan), Jelmoli (Switzerland), Jofre 1929 (Spain), John Lewis (UK), Kadewe (Germany), La Maison Degand (Belgium), La Maison Simons (Canada), Lane Crawford (China-Hong Kong), Le Bon Marche' (France), Liverpool (Mexico), Lodenfrey (Germany), Luisaviaroma (Italy), Mario's (US), Martinpatrick 3 (US), Mercury - Tsum (Russia), Michele Inzerillo (Italy), Modes (Italy), Monn (Switzerland), Neiman Marcus (US), Nino Alvarez (Spain), Nordstrom (US), Nugnes 1920 (Italy), O (Italy), Onward Kashiyama (Japan), Peek & Cloppenburg (Germany), Printemps (France), Rinascente (Italy), Ron Herman (US), Rosa & Teixeira (Portugal), Saks Fifth Avenue (US), Sanki Shoji (Japan), Shinsegae (South Korea), Ships (Japan), Silver Deer (Mexico), Sinteks Group - Decor (Azerbaijan), Sir Anthony (Austria), Slam Jam (Italy), Soer Bonavest (Germany), Stanley Korshak (US), Status Fashion Group (Ukraine), Strolz (Austria), Takashimaya (Japan), Tessabit (Italy), The Archive (US), The Business (UK), The Corner (Germany), The Listener (Germany), The Webster (US), Tomorrowland (Japan), Troelstrup (Denmark), Trunk Clothiers (UK), United Arrows (Japan), United Legend (France), Vakko (Turkey), Wise (Italy), Worksout (South Korea), Wrong Weather (Portugal).

 

Buyers who logged in on Pitti Connect:

7,210 total buyers
4,211 Italian buyers (58%)
2,999 foreign buyers (42%)

The main countries from which the platform was accessed:
Germany, Japan, The Netherlands, Spain, United States, United Kingdom, France, Switzerland, Russia, Belgium, Greece, Turkey, Austria, Portugal, Canada, South Korea, Sweden, Denmark, Poland, Norway, Ukraine, Australia, China, China -Hong Kong, Czech Republic, Mexico, Romania, Lebanon, Finland, Serbia.

 

PRESS AND MEDIA ON CONNECT

Here are some of the newspapers, magazines, online publications, and TV channels that followed Pitti Uomo 101 online:

032C (Germany), A Magazine curated by (France), Achtung (Germany), ADN Kronos (Italy), Aera Style Magazine (Japan), Buro247 (Russia), BOF Business of Fashion (UK), Class CNBC (Italy), Corriere della Sera (Italy), D La Repubblica (Italy), De Standaard (Belgium), Drapers (United Kingdom), Dust Magazine (United Kingdom), Elle (Italy), Esquire Italia (Italy), Esquire (USA), Esquire (South Korea), Esquire (United Kingdom), Esquire (Japan), Euroman (Denmark), Fashion Magazine (Italy), Fashion Today (Germania), Fashionnetwork (France), Forbes (China), Gentleman (Italy), GQ (Italy), GQ (Russia), GQ (Spain), GQ (France), Highsnobiety (USA), How to spend it (Italy), Hub Style (Italy), ICON (Italy), ICON (Spain), Il Giornale (Italy), Il Foglio (Italy), Il Messaggero (Italy), Il Sole 24 Ore (Italy), IO Donna (Italy), Journal du Textile (France), Kommersant (Russia), L'Officiel (South Korea), La Repubblica (Italy), La Stampa (Italy), La Vanguardia (Italy), Le Figaro (France), Leon Magazine (Japan), Mediaset (Italy), Men's Club (Japan), Men's Ex (Japan), Men's Precious (Japan), Metal (Spain), Milano Finanza Fashion (Italy), Monocle (United Kingdom), Mr Magazine (USA), No Chaser (USA), Pambianco (Italy), Panorama (Italy), Plaza Magazine (Sweden), QN Quotidiano Nazionale (Italy), Rai (Italy), Rivista Studio (Italy), Robb Report (USA), Robb Report (Russia), Scandinavian Mind (Sweden), SSAW (Finland), Showstudio (United Kingdom), SKY (Italy), Sportweek (Italy), Style Magazine (Italy), System Magazine (Great Britain), T Magazine (USA), The Spin Off (Germany), Textilwirtschaft (Germany), The Good Life (Italy), The Rake (Russia), The Sartorialist (USA), The Sunday Times (United Kingdom), Vogue Business (United Kingdom), Vogue (Russia), Vogue (Italy), Vogue Runway (USA), Weekend Knack (Belgium), WWD (USA), WWD (Italy), WWD (France), WWD (Japan), WeAr Global Magazine (Austria).

975 Italian and international journalists and media operators logged in and visited the fair.

Main countries of origin: Germany, United Kingdom, Russia, United States, Spain, Japan, France, Poland, Sweden, South Korea, Netherlands, Argentina, Turkey, China, Denmark, Czech Republic, Finland, China-Hong Kong, Serbia, Portugal, Austria, Romania, Canada, Montenegro, Singapore, Indonesia, Slovakia, Israel, Slovenia, Brazil.

 

THE BILLBOARD

In parallel with the physical show, Pitti Connect presented an intense editorial program of special projects, exclusive formats, and events that went online on The Billboard. The highly curated published content was then relaunched through 28 newsletters and our social media channels. 138 posts published on Instagram reached over three million unique accounts and generated 42,580 interactions, for a total of over 90,000 followers (+9,667 compared to the summer edition). In this way, we have amplified the visibility of the Pitti Uomo brands and their collections, offering an in-depth view of the trends in international menswear for the next season.

50 planned content items
45,695 pages viewed *
 
  • 20 Exhibitor Spotlights: focuses on the fair’s reference brands;
  • 10 Pitti Editorials: outlining the trends through the key garments of the brands at the fair;
  • 3 Pitti Selects: fashion editor Samutaro traced the next season’s trends across the three Pitti Uomo macro-areas;
  • 2 Pitti Fits: street style galleries featuring the most creative looks seen during the days of Pitti Uomo: Fantastic Classic, Dynamic Attitude e Superstyling
  • 2 Sustainability at Pitti features: special focus on the protagonists of the Pitti Immagine special project on sustainable menswear, S|S Sustainable Style;
  • 5 Buyers Select: 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.