Exhibitors Spotlight:
Edition 99
Detail Driven, Ahirain Takes Outerwear to Another Level

Exhibitors Spotlight focuses on a selection of brands exhibiting at this year's Pitti Uomo, showcasing their upcoming collections and special upcoming projects.

”We think that, despite the pandemic and the complicated economic environment in the majority of the worldwide mature markets, the consumers are not depressed at all, on the contrary they are, in our opinion, ready and eager to start buying fashion again. They are curious to see newness from the brands. It is therefore fundamental for the brands to make special efforts and invest in research, now more than in the past. We believe that the brands have to be focused in finding and investing in new and fresh ideas, in their products and in the new marketing and communication tools. Indeed communication and distribution channels have experienced important challenges in the last year: digitalization is the “word” in which to be fully committed. Pitti Immagine, through its cool and performing digital platform, Pitti Connect, represents the perfect example, a clear opportunity for the brands.” - Brand Co-Founders Andrea Pucci, Giampaolo and Azzurra Morelli.
Founded in 2016 by Azzurra and Giampaolo Morelli, alongside Andrea Pucci, the three Tuscan entrepreneurs had the idea to develop garments aimed at the ‘universal traveler’. Based on a concept of extreme research tied with surprising details, the brand initially debuted with a bold women’s collection.
For FW21 Ahiran returns with a collection that features nods to architectural structures. An update of the women’s collection, the genderless pieces take notes from 50’s and 60’s silhouettes. Designed with oversized volumes and reassuring lines, the collection blends parkas with trenches, alongside reimagined bomber styles, and winter sports silhouettes that play with traditional detailing. 
A key point of the collection is fabric innovation. ‘Mimetic Dyed Jacquard’ is an elevated nylon jacquard that relays an innovative 3D camouflage effect. 
While ‘Dyed Techno Stretch’ results in a unique and sophisticated stained effect. Functionality also plays a part, all the materials and accessories are waterproof and windproof, solidifying the brand’s practical DNA.

With effortless prints, finishes, and tones, the collection is an uplifting way to bring a versatile edge to your daily uniform. Practical enough for on-the-go comfort, the balanced pieces feature a stylistic take on seasonal protection.
Explore the collections, contact the brand, request an online appointment, and much more.