Centro di Firenze per la Moda Italiana e Comitato Oltrarno Promuove 2.0 presentano un programma speciale di eventi aperti alla città

On the occasion of Pitti Immagine Uomo no. 96 in Via Maggio and Via Tornabuoni welcome international fashion guests with flags, banners and bunting and the Ponte Vecchio will turn gold for one evening in the course of the evening: dancing fountains and fireworks along the Arno

Via Maggio - Via Tornabuoni

The Centro di Firenze per la Moda Italiana (CFMI), in collaboration with the Chamber of Commerce and the Comitato Oltrarno Promuove 2.0, will welcome the national and international guests attending Pitti Immagine Uomo (11-14 June 2019) with a tribute to the city and to the origins of Made in Italy as an expression of international success. The theme selected for the occasion draws inspiration from the art of welcoming on the 500 th anniversary of the birth of Cosimo I and Caterina de' Medici. The international role of Medicean Florence was, in fact, symbolized by all the main streets being decked out in celebration as a tribute to the visitors who came from all over the world. For this reason, next 10 June, Via Maggio and Via Tornabuoni will be connected by an itinerary of street furniture that will remain in place until the end of Pitti Uomo to symbolize the close links between master craftsmen and fashion that contribute to strengthening Florence’s role and value in the world of menswear.


“Pitti Immagine Uomo is the big men’s fashion rendezvous for the international community of members of the trade” says Antonella Mansi, president of the Centro di Firenze per la Moda Italiana, “but it is also an event that belongs to the city of Florence. The city intends to participate, sharing its talents and its cultural, creative and productive wealth. This will open up an opportunity for dialogue between the local and international community, the future developments of which could be very interesting”.


“The rediscovery of craft workmanship in fashion is an incredible asset for Florence. In fact, these two types of production have crossed paths in this city more than anywhere else in the past, they are offering stunning results in the present and could be the signature of the style and trends of the future” says Leonardo Bassilichi, president of the Chamber of Commerce of Florence. “This union is backed by training, research and technology from which the whole production system can benefit, and the great thing is that fashion and craftsmanship can physically touch just a few hundred meters away, as demonstrated by the symbolic connection realized by this program of special events between Via Tornabuoni and the Oltrarno quarter”. “As the Associazione Oltrarno Promuove 2.0, we are particularly pleased to participate in this Pitti Uomo preview event that will take place along the streets of the city and, in particular, in our Oltrarno quarter” confirms Simone Beneforti, President of the Associazione, “with the active participation of our workshops which, for the first time, will display the historic flags of the major and minor Florentine arts and crafts. It is an important initiative” continues Beneforti “for opening up and involving the whole of Florence in an event of world renown like Pitti, also considering Florence’s recent application to become a Unesco Creative City for crafts”.



Via Maggio, in particular, the beating heart of the Oltrarno quarter, as the natural home of the best craft workers and high level antique trade, will "dialogue" with Via Tornabuoni, the international designer label street, in a choreography characterized by the alternation of banners, flags and bunting. Starting from the column of San Felice (at the beginning of Via Maggio), passing through Piazza Santa Trinita and continuing as far as Piazzetta Antinori, the itinerary will feature an alternating series of flags and banners that link the coats-of-arms of the Crafts and Guilds to the reproduction of the Renaissance fabrics selected in collaboration with the Museo del Tessuto di Prato (Fabric Museum), the largest cultural center in Italy dedicated to the valorization of ancient and contemporary textile production. The itinerary will be further embellished by the Renaissance style bunting characterized by green tones, gilded pinecones, apples and lemons suspended at a height of 6 meters thus highlighting the union between art, manufacturing and fashion.



The contemporary aspect of the message will experience a celebratory moment dedicated to the city as a whole with a show on the Ponte Vecchio, the "golden bridge". This will be the highlight of the festival devised for the city. In fact, starting from 5.00 p.m., two processions of “sbandieratori” or flag throwers will depart from Via Maggio and Via Tornabuoni, walking along the streets of the historic city center to the Bridge which is the symbol of Florence: Ponte Vecchio. For the occasion, the Bridge will be covered by a gold carpet in praise of the Florentine goldsmith tradition and the historic jewelry making companies that are based there (with the permission of the Compagnia Virgilio Sieni) on which the spectacular Huma Show will take place.



The evening during which the Centro di Firenze per la Moda Italiana welcomes this edition of Pitti Uomo will be enriched by an additional element. At 10.30 p.m., Florence and its guests will be invited to watch a unique show: along the stretch of river from Ponte Santa Trinita to Ponte alla Carraia, dancing fountains and fireworks will be the protagonists of an event realized by the CFMI in collaboration with the Pirotecnica Soldi that is celebrating its 150 th birthday . This extremely spectacular show will feature special effects, pyrotechnical games and jets of water. The musical direction for the evening will be entrusted to the Florentine DJ Remo Giugni. Over the four days, to accompany the celebrations, the street associations involved (Via Maggio, Associazione Ponte Vecchio and the Boutiques of Via Tornabuoni) will be promoting activities, rendezvous and cocktail parties with the intention of creating a synergy between guests, traders, artisans and the city.


The event is organized by the Centro di Firenze per la Moda Italiana and the Associazione Oltrarno Promuove 2.0, in collaboration with the Chamber of Commerce of Florence, and is sponsored by the City of Florence.

Special thanks to the Museo del Tessuto di Prato and to Pirotecnica Soldi.

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