Rethinking Identity

Passion, innovation, creative research. These are the pillars of the unique creative partnership between Pitti Immagine and MINI.

Two brands with shared values and objectives linked to contemporary lifestyle. The partnership will be continued at Pitti Uomo 93 with a series of projects for 2018 focusing on the newest trends in lifestyle and urban culture, exploring the concept “Rethinking Identity”. An inventive spirit, the creative use of space, an iconic design and a minimal footprint approach are the main principles around which MINI has built its identity and brand strength. 

MINI FASHION builds on these principles and continues to challenge conventions with unexpected ideas driven by curiosity, creativity and inventive mind. Exploring the concept "Rethinking Identity”, four emerging talents will reinterpret MINI’s DNA through their fashion designs at Pitti Uomo 93, translating its fundamental principles into unique and emotional creations - in a MINI way.
The MINI project at Pitti Uomo will be celebrated with a cocktail in collaboration with the magazine Esquire (Mini Space - Piazzale delle Ghiaia), on Tuesday 9th January, from 4 to 5.30pm. Plus, the 9th January (12.30pm- 2.30pm), inside the MINI Space, spotlights on the workshop & talking lunch "Iconic Designs & Minimal Footprint". By invitation.