With every edition of Pitti Uomo, Pitti Immagine has captured the evolution of menswear. Attendees from all over the world head to Fortezza da Basso in Florence to see what’s new, exciting, and what could potentially be the next big thing in menswear, and with the Pitti Uomo 95 kicking off on January 11th, 2019, it’s safe to say that the trade fair is the gift that keeps on giving.
Pitti has gone outside of the box for its latest campaign video that launched this week in support of Pitti Uomo 95, but make no mistake, the box is an important visual for Pitti this season. The trade fair said that Pitti Uomo 95 is a “Surprise Box” full of “ideas and innovations…to tell the newest vibrations of fashion and lifestyle.” It also describes its many tents as “fun boxes” where attendees will have an opportunity to eat, share ideas and relax.
Pitti’s latest video exemplifies the many touchstones of this season, setting the stage for dialogue and trends such as ‘Urban Life’, ‘Hand Made’, ‘Athletic Minded’ and others exemplified by the films visuals showcasing a man as he explores a city park and is sprayed by a robot using black paint. The video is energetic and exciting, exhibiting youthful exuberance and Pitti’s commitment to a younger consumer. It’s unexpected given Pitti’s target market, but it could be a preview of what to expect at the fair.
This upcoming season, Belgian designer Glenn Martens, creative director of Y/PROJECT mens and womenswear Paris-based label will present the new Y/PROJECT FW 2019/2020 mens collection at the show. Winner of last year’s prestigious Andam Grand Prize Award, Y/PROJECT is considered one of the most original voices on the contemporary fashion scene.
Pitti Uomo also will be welcoming designer Aldo Maria Camillo to present the first collection for his brand: ALDOMARIACAMILLO. Camillo recently was with the LVMH group as Creative Consultant for Berluti, where he worked side-by-side with Haider Ackermann for the relaunching of the brand.
The overall artistic approach of the campaign adds a new level of sophistication that goes beyond craftsmanship. Teaser photos for Pitti Filati and Pitti Bimbo further illustrate the Pitti Immagine world as an all-encompassing event. “Are You ‘In’ or ‘Out’ of the Box,” Pitti asks. With this new artistic approach, it’s safe to say that we are totally on board for January and ready for any surprises.
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