For the 97the edition of Pitti Uomo, the magazine of fashion and contemporary culture DUST Magazine will stage a catwalk show-event at the Fortezza da Basso. A new project that chooses to explore what could be considered one of Pitti’s main contributions to menswear: expanding the boundaries of what formal wear is and the rules of dressing elegantly. This continuous exercise throughout the editions has managed to bind together oppositely charged elements, such as fine tailoring and the codes of the most classic styles, with casual attire and sportswear. These are the aspects of the everyday-wear for the everyday man that the magazine through its point of view will celebrate in a show, which will see a selection of garments and looks from Italian and international brands walk out from the fair stands into the open space of Fortezza da Basso. An immersive experience and a new outlook, which engages the public with a question: “What is the new formal today?”
 
“The new formal is an identity that continues to grow in the geography of contemporary menswear”, says Antonio Cristaudo,  Commercial and Development Director at Pitti Immagine. “Pitti Uomo has given a boost to this evolution since the very beginning, placing in the limelight from one edition to the next an increasingly large number of Italian and international firms that contribute to overcoming the boundaries of classic tailoring. The catwalk show staged by the creative team of DUST magazine – occurring in the heart of the show, on the staircase and in the Cavedio in front of the Main Pavilion – will be the occasion for further promoting the brands that with their collections are rewriting the rules of dressing elegantly for new generations”. 
 

“The Italian title that we chose for the event could seem very classic, almost academic,” say Luca Guarini and Luigi Vitali, respectively Creative Director and Editor-in-Chief of DUST Magazine. “In reality, its meaning is dual, taking its inspiration from a 1986 song lyric by the band CCCP: Io sto bene [I feel good], the voice of a generational crisis that once again becomes relevant in the disenchantment of present-day times. We live in a context characterized by social, economic, and climatic insecurity, where it is difficult to perceive who we are and what we want. We imagine the man who wears new formal today as someone who asks himself about the appearance and meaning of things, and who is thrown off center by uncertainties that call into question the future. In this uncertain progress towards a new decade, tradition and innovation remain the only guides, and quality, in all of its many meanings, the example to follow”