From June 11 to 14, the 96th Pitti Uomo Men's Week was held in Florence, Italy. "Magnificent" was invited to fly to this historic European cultural city and embarked on several days of in-depth visits. This year marks pitti Uomo's 30th anniversary, and more importantly, China has been invited to create the largest guest country project ever.
During pitti Uomo, Florence became a popular destination for people in the global fashion industry. According to official data, this year welcomed 30,000 guests from more than 100 countries and regions around the world. We went deep into the Pitti Uomo trade show to communicate with the brand, while running up and down the city of Florence, where many luxury brands held grand events during the same time.
In this year's Pitti Uomo Men's Week' exciting activities itinerary, "Gorgeous" found four highlights worth marking, which I believe also largely reflect the hottest trends in the global fashion and luxury industry, namely: sustainable fashion, Italian lifestyle, historical and contemporary storytelling, and unique brand shows.
Ferragamo Sustainability Theme Exhibition
During pitti Uomo, Italian luxury brand Ferragamo brought the Spring/Summer 2020 Men's Collection Fashion Show to Piazza della Signoria in the heart of Florence, the first time the brand's Creative Director Paul Andrew has launched a men's collection for Ferragamo and the first time in the history of Piazza della Signoria.
But we think it's worth paying more attention to an exhibition on the theme of "Sustainability Thinking" at the Ferragamo Museum. Sustainability is becoming an increasingly hot topic in the fashion world, and in this exhibition, we see the brand's founder Salvatore Ferragamo's clever use of avant-garde materials such as hemp, cellophane, fish skin and other avant-garde materials in the 1920s, the innovative use and exploration of natural, recycled and innovative materials, and the recent experimental products made in the fashion industry with environmentally friendly materials and technologies.
The exhibition will last until March next year, and interested friends can visit the site.
Z Zegna Environmental Concept Exhibition
Z Zegna, a young brand owned by the Italian luxury menswear group Zegna, has set up an "infinity room" exhibition hall at the Pitti Uomo exhibition center, using video projection technology to skillfully connect reality and virtual worlds, making people feel as if they are in the middle of an endless desert.
Adhering to its long-term commitment to the sustainable development of the world's environment, Artistic Director Alessandro Sartori regards environmental protection as an important factor in fashion design, using recycled fibre fabrics and fibre blend fabrics for Z ZEGNA Summer 2020 to ensure that the wastewater treatment process is used in the fabric care and washing process, which does not produce additional environmental pollution, reflecting the brand's continuous thinking and higher pursuit of environmental protection concepts at present and in the future.
Italian lifestyle
Canali speaks to the spirit of the brand through lifestyle
Inside the historic Palazzo Ximènes, Italian high-end menswear brand Canali tells a story about Italian summer in a garden surrounded by greenery through models and meticulous scene arrangements. The scene display that integrates into the lifestyle may be more able to interpret to the audience than a fashion catwalk, what is the brand spirit of Canali.
During the exchange, Mr. Vincenzo, General Manager of the brand Greater China, told us that the brand has developed well in the Chinese market in recent years, and hopes to boldly try more marketing methods in the Chinese market to improve the brand's awareness among Male Consumers in China.
See the stars with brunello Cucinelli founder
At pitti Uomo, we had an in-depth exchange with the founder of the Italian luxury brand Brunello Cucinelli and participated in the brand's dinner. During each season of Pitti Uomo, Brunello Cucinelli hosts dinners ranging from transparent-roofed gardens to Renaissance palaces, and this year's dinners are held in the Serre Torrigiani Dream Garden in Florence.
At the dinner, we felt Mr. Brunello Cucinelli's peaceful and grateful temperament, as he has always said in the past: "I don't talk about fashion, I prefer to talk about value." We need to go home and look at the stars and rediscover ourselves, we're being overwhelmed by the web. Even after work and on weekends is spent online. We lose time for ourselves, and we need to regain time for mental and self-coordination. ”
Historical and contemporary storytelling
Gucci Garden unveils a new exhibition
On the first day of Pitti Uomo Men's Wear Week, we were invited to the Gucci Garden in Piazza della Signoria in Florence, Italy, to participate in the unveiling of the new exhibition and launch the first in-depth store visit.
Conceived by Creative Director Alessandro Michele, Gucci Garden completely abandons the traditional archival or museum narrative of luxury brands and boldly presents Gucci's contemporary works together with historical archival pieces. The exhibition space reflects Gucci's rich and diverse history and Alessandro Michele's eclectic approach to creating a combination of personal emotions and brand ideas. (See :)
Romantic history of Men’s Fashion展览
To celebrate the 30th anniversary of the Pitti Immagine Uomo, the Fondation Pitti Immagine Discovery Foundation and curator Olivier Saillar have joined forces with an exhibition called "Romantic history of Men's Fashion" at palais Pitti.
In the exhibition on the fourth floor of the Palais Pitti, the curator presents the history of men's fashion in the form of writing, showing the audience page by page through art installations in the form of books, the evolution of men's fashion trends in the past three decades.
A total of about 150 fashion pieces are on display, mainly from the fashion designs of guest designers, well-known luxury brands, special guests and other brands that have participated in Pitti Immagine Uomo events in the past.
A unique brand show
Givenchy's new indie menswear show
Every year Pitti Uomo's guest designers attract the attention of the global media. This season, Givenchy Artistic Director Clare Waight Keller, as a guest designer for Menswear Week, brings The Givenchy's SS20 menswear collection to the Garden Maze of Villa Palmieri in Florence.
In 2017, Clare Waight Keller joined Givenchy, merging the men's and women's collections in their first fashion show. After two years of preparation, Clare Waight Keller brought her first standalone menswear show since joining Givenchy at the Pitti Immagine Uomo Men's Week, showing the gentle masculinity of Givenchy's men by blending the aesthetic concepts of the old and new worlds. In addition, the scene also released a new Givenchy x Onitsuka Tiger limited edition cooperation sneakers.
Sterling Ruby's first collection for the new menswear brand
American artist Sterling Ruby, a close friend of renowned designer Raf Simons, brought us a wonderful "newcomer" debut as a special guest of this season's Pitti Uomo Menswear Week, launching his personal new menswear brand S.R. Studio LA. CA. First series.
Known for his vibrant ceramics, sculptures, paintings, and subversive collages and videos, Sterling Ruby's artwork is filled with visual experiences of social phenomena, humanistic care, and traditional aesthetics. Over the past 10 years, he has worked regularly with fashion luxury brands such as renowned designers Raf Simons, Dior, Calvin Klein and more.
3,700 guests dressed up for LuisaViaRoma's 90th anniversary show
This year marks the 90th anniversary of the Italian luxury brand e-commerce platform LuisaViaRoma, and as a premier celebration, the brand has spent a lot of money to host a large fashion show in Piazzale Michelangelo in Florence.
On the evening of the 13th, we were invited to Piazzale Michelangelo to participate in this event hosted by LuisaViaRoma. According to the brand, a total of 3,700 members of the public were invited to attend the celebration, and the scene was full.
Florence is the birthplace of LuisaViaRoma, the oldest and to date the oldest and only physical store of Italy's famous luxury e-commerce company. Daxiu selects about 90 styles from the 2019/20 fall/winter collection, paying homage to the 1990s, and is performed by Gigi Hadid and Bella Hadid, Chinese supermodels Ju Xiaowen and He Cong. There are both luxury and up-and-coming young brands, including Prada, Burberry, Off-White, Simone Rocha and Richard Quinn.