Pitti Immagine Uomo Reports Signs of Recovery in the Italian Menswear Market

Pitti Immagine Uomo

Pitti Immagine Uomo 107, to be held in Florence, Italy, in January 2025, brings a glimmer of hope for a long-awaited recovery in the Italian menswear market.

Known as the premier event marking the opening of the international men’s fashion season, Pitti Immagine Uomo announced today that Italian menswear exports increased by 2.7% in the first half of 2024, reaching over €5.5 billion. Additionally, imports declined by 10%, showing an improvement in Italy’s fashion trade balance. After several challenging quarters for the fashion industry as a whole, this sign of recovery is a beacon of hope for the industry, and Pitti 107 is expected to be one of the strongest editions yet.

Reflecting this revival, the theme of the 107th Pitti Immagine Uomo will be “fire.” At a press luncheon in Paris, Pitti CEO Raffaello Napoleone commented, “These are the first signs of a real renaissance, coming before an edition of Pitti which we believe will be one of the strongest in years.” The event is set to showcase a broad range of menswear, from classic Italian tailoring and sports chic to outerwear, street fashion, and sustainable styles.

This edition’s guest designer will be Satoshi Kuwata of Setchu, a brand known for its unique fusion of Japanese and Western aesthetics. The 2023 LVMH Young Designer Prize winner, Kuwata will hold his first-ever runway show on January 16, 2025, at Florence’s National Central Library. Kuwata expressed his excitement, saying, “I look forward to unfold my collection and share it with such a knowledgeable audience. I will be working on the concepts of versatility, timelessness, craftmanship and functionality that are so meaningful to me to create something truly special, and although there’s a lot to do, I can’t wait to be there in a few months.”

Satoshi Kuwata of Setchu/ Courtesy of Pitti Immagine Uomo
Satoshi Kuwata of Setchu/ Courtesy of Pitti Immagine Uomo

Setchu, known for its timeless designs that combine eco-friendly materials and sustainable production techniques, draws inspiration from the folding techniques of origami and kimono-making. The new collection to be unveiled at Pitti will be a culmination of Kuwata’s experiences on Savile Row and his expertise in craftsmanship around the world.

In addition, conceptual Paris-based fashion brand MM6 Maison Margiela will also participate as a special guest, presenting an exclusive collection. Daniel Sauge, managing director of MM6, expressed his enthusiasm for the unique collaboration with Pitti, saying, “It will be a blend of show and presentation and something more.”

Approximately 780 brands are expected to exhibit at Pitti, with many innovative sections characteristic of the event. One highlight is the “Knees Up Running” section, focused on the running and jogging community, which will feature brands such as Alex Zono and Raide Research, introducing new activewear styles.

The event will also make the most of Florence’s beautiful historical settings, hosting exhibits, installations, and cocktail events that enhance each brand’s unique identity. Other highlights include “China Wave,” showcasing Chinese designers, “Scandinavian Manifesto,” a partnership with the CIFF fair in Copenhagen, and a special French showcase supported by Promas French Menswear Federation and DEFI, which will spotlight emerging French brands. These exhibitions promise to celebrate the diversity of the international fashion scene.

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