Thursday, 23 January 2014

Piiti Uomo – Where Dapper Dudes meets The Business of Fashion

-by Vikram Nanjappa*  for Stylefluid Trendz
Pitti Uomo is a trade fair (for menswear) held twice a year in the Italian city of Florence. Pitti Uomo has been around since 1972 and is organised by Pitti Immagine whose origins dates back to the early 1950s . Centro di Firenze per la Moda Italiana is the holding company which works to support the Italian fashion system.

Unfortunately Pitti Uomo does not receive the kind of coverage it deserves in the Indian fashion scene; hence we take this opportunity to present the details of the event and some of the styles that were worn by the attendees.

Pitti Uomo is a four day event which brings together retailers, buyers and editors to view upcoming collections. Brands and designers alike gather under one roof to display a full season to buyers who select the pieces and quantities they wish to order. It is here that the stores decided what they will be selling to their customers in the coming season.

Needless to say Pitti Uomo is different from the conventional Fashion Weeks which are dominated by runway shows. Runways shows by nature are more about presentation and have a strong theatrical aspect that focuses on a brand’s aesthetic and direction. Piiti Uomo , on the other hand , is all about a one on one interaction between buyers and the brand.

Pitti Uomo is much more than just a marketplace, over time it has become a destination in itself for menswear enthusiasts and professionals. These enthusiasts and professionals, besides being buyers and opinion formers, are also among the most dapper gentlemen in the world today. This ensures that the attention is equally, if not more, on what is being worn by them and this has made Pitti Uomo the Mecca of street style. By focusing on both the trade show and the attendees, one can predict the trends for the season.

Pitti Uomo is held in January and June and the 85 Th edition was held on 7 – 10 January 2014. It registered 21000 buyers and over 11000 brands that showed their 2014/15 fall – winter collections. It also attracted over 30000 visitors.

(About the author: *Vikram Nanjappa is a freelance writer on men’s fashion/style and a photographer)

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