Pitti Dance Off is the title-theme of the next edition of Pitti Uomo which will return for its 91st edition at the Fortezza da Basso from Jan. 10-13. The theme is to promote the expression of yourself, of your own body, the energy and pleasure of living as well as performing. The protagonist is dance in the myriad expressions used today, along with the eclectic freedom of personal styles shared by dance and contemporary fashion.
Pitti interprets them with its usual ironic twist and with a finger tut, in the best tradition of street dance and dance contests. With a layout project curated by Oliviero Baldini, it will introduce Pitti Dance Off, the new digital art project that accompanies the advertising campaign for the fairs.
The 91st edition features 1,220 brands and collections, 540 of which are from abroad, with 210 new names and reentries. The 16 sections exploring men’s fashion include: Pitti Uomo, Make, Pop Up Stores, Eye Pop, Fashion At Work, HI Beauty, Futuro Maschile, Touch!, l’Altro Uomo, Born in the USA, Unconventional, Open, The Latest Fashion Buzz, I Play, Urban Panorama and My Factory.
Last year’s Pitti Uomo was another record-breaking edition of the leading international men’s fashion fair. A total of 36,000 visitors and over 24,800 buyers attended last winter’s fair, 8,800 of which (35.5% of the total) were from abroad. The main foreign markets represented were Germany, Japan, Spain, United Kingdom, Turkey, Netherlands, France, China, Switzerland, Belgium, United States, South Korea, Austria, Russia and Sweden.
“Pitti Uomo celebrated its 90th edition in the best possible way” says Raffaello Napoleone, Pitti Immagine’s CEO. “It was a sizzling event with lots of new ideas bubbling among the stands and many new menswear projects were launched onto the international scene from the Fortezza da Basso. The program of events was even more special than usual, with big names in fashion, emerging talents and totally experimental designers. We would like to send out a big thankyou to all this edition’s protagonists and partners from our exhibitors to the special guests, and also express our gratitude for the support provided through the Centro di Firenze per la Moda Italiana by the Ministry for Economic Development (MiSE – Ministero dello Sviluppo Economico) and by the Italian Trade Agency (Agenzia ICE), for the program dedicated to incoming services for members of the trade, the promotional initiatives and the organization of some of the special events”.
Foreign attendance was boosted by very positive performances from United Kingdom (+18%), China (+14%), Germany (+5%) and Belgium (+7%). Japan (+3.5%) and the United States (+3%) also did very well. Russia (+8%) made a comforting recovery after a few difficult seasons, and there was an increase for Eastern Europe as a whole and the Baltic States, as well as excellent results for Portugal, Denmark, Mexico, Australia, South Africa, Singapore, Malaysia and Taiwan. There was, however, a significant dip in the figures for France, probably due to the current wave of strikes, the cancellation of numerous flights and UEFA Euro 2016.