The new theme of the winter shows covers the Fortezza da Basso in the colors and patterns of a unique flag. For a textured and architectural setting where it’s possible to feel a part of the “United Nations of Fashion”

This time around Pitti looks to the theme of flags. “Show your flags at Pitti” is the new theme of Pitti Uomo 97 and all the other winter shows branded Pitti Immagine. From the ad campaign with which the January show dates were announced, staged by leading photographer reporter Franco Pagetti, with the art direction of Angelo Figus, to the layout of the Fortezza da Basso spaces: the common thread is that rectangular-shaped piece of fabric on which lines, colors, and designs intersect one another.

“Pitti is like the United Nations of Fashion, where every brand has its very own flag, but also where each one of us can be a flag of ourselves”, says Agostino Poletto, general manager of Pitti Immagine. “The flag is never a silent fabric, it always says something, endlessly inspiring emotion, because it speaks according to universal messages, like those conveyed by the clothes we wear, and like clothing, it is a mobile symbol of identity, belonging, thought, and feeling.

“The Pitti flag, handcrafted in a well-known Italian tailor’s shop, is one-of-a-kind, without any resemblance to pre-existing ones, and without any desire to cite political or ideological references. For this reason, its layout has been broken down and revamped through the material, thread, and colors, which are the DNA of the clothing proposals starring in the show”, explains art director of the project Angelo Figus.

In the Fortezza, where the set design will be curated by Alessandro Moradei, the flag will lose its two-dimensional and purely geometric character, becoming a scenario that will characterize the spaces through new perspectives. Starting from the entrance all the way to the main forecourt and façades of the main pavilions, the entire pathway of visitors becomes a sensorial experience connected to materials and color. At the entrance and at the Lyceum, the scene is dominated by transparencies that turn architectural designs into diaphanous elements that almost seem to float. On the façade of the Medici Pavilion, graphics take life, while color triumphs in the overall proposal of many flags and in the citation of some of their typical symbols. Finally, in the main Forecourt, the Pitti flag becomes a bona fide set design: the patterns, which start out flat, become dynamic, giving rise to elastic ribbons that connect the various areas of the Fortezza, ideally embracing the entire Pitti community.