words by IEVAN DARWIN photography by Enrico Labriola



The Italians are known to have a certain way of dressing which is classily chic and identifiably Italian in nature; they are effortlessly put together while bringing something different to the table. Italian men no less are some of the most well dressed and well-groomed men in the world and that’s why Italy is one of the fashion capitals on the planet. That said, Italian men just dress better. Every year the most well dressed gather in Florence to witness what’s new to come in the world of Italian men’s fashion that could possibly revolutionized the way men around the world dress. This event is the Pitti Imagine Uomo, the world’s leading lifestyle and fashion trade fair for men at the Fortezza da Basso in Florence. The Pitti Uomo 86 that happened not too long ago in June marks the 60th anniversary of the Centro di Firenze per la Moda Italiana.
Italy is known to be the birthplace of some of the world’s most famous names in fashion that we know today. For 60 years the Centro di Firenze per la Moda Italiana has supported Italian menswear with the Pitti Imagine Uomo and this year’s have been no different hoping to promote Italian fashion around the world. Pitti Uomo features some of the best makers in fashion from cutting edge designers creating cool accessories as well as sportswear. With a mix of leading international brands and up and coming designers this is definitely the place to be to be immersed in Italian menswear fashion.

Here you can expect some of the most complete, innovative and market-oriented presentation of for men’s fashions in a unique atmosphere that mixes pleasure with business while infusing culture and entertainment for a fashionable fun time.

This year alone there were 1090 brands at Pitti Unomo at the Summer edition with foreign representatives to a more international feel to the fair.
To celebrate the 60th anniversary of Pitti Uomo, The Centro di Firenze per la Moda Italiana has come up with the extraordinary Firenze Hometown of Fashion program of events on the occasion of Pitti Immagine Uomo 86. The program includes designer fashion shows and performances, live installations and musical evenings, exhibitions and films from four great international brands that were born in Florence, they were mainly Salvatore Ferragamo, Gucci, Emilio Pucci, Ermanno Scervino as they have been invited to pay tribute to the city with specific events staged in some of the city’s symbolic venues. This is truly a fashion spectacle that was greatly received and showcases why Florence is considered as a fashion force to be reckoned with in the fashion world.
At Emilio Pucci, they cleverly dressed the Baptistery of Piazza San Giovanni, covering the entire building with Pucci’s iconic graphics and gorgeous colours that seamlessly mixed art and fashion go hand in hand. The installation titled ‘Monumental Pucci’ was inspired by the Battistero scarf from the archives of Emilio Pucci as they showed an interpretation of an aerial view of Piazza San Giovanni, with vibrant lemon yellow, orange, fuchsia and of course the Pucci pink.
An art exhibition titled Equilibrium by Salvatore Ferragamo and curated by Stefania Ricci and Sergio Risaliti was another highlight at the Firenze Hometown of Fashion. This was where exceptionally fine and meaningful works of art such as painting, sculpture, photography, video, film and printing were showcased making it an eye opener to see these magnificent historic art pieces up close.
Another iconic Italian brand Gucci had their Gucci Museum open to the beautiful city of Florence to showcase the permanent exhibition of the Gucci archive as well as the contemporary art show “Femminilità Radicale”, featuring hand-picked works of art selected in conjunction with the Pinault Collection. In addition there was an extravagant light show created by renowned designer and light artist Mario Nanni that was projected on the facade of the Gucci Museum for an spectacular night. This truly shows the inseparable link that Gucci has with the iconic city of Florence.
Lastly the forth Italian house to participate in the Firenze Hometown of Fashion was Ermanno Scervino, had an exclusive fashion party at the beautiful Forte Belvedere, with its panoramic view over the city. With white being the focus of the fashion event, this was a homage to Ermanno Scervino’s legacy as it was the colour that made him famous all over the world.
With all these spectacular fashion events that brought the both exciting world of art and fashion together in the beautiful and breath taking city of Florence, it was truly a celebration to mark the 60th anniversary of the Centro di Firenze per la Moda Italiana. Time to expect more fabulous and fashionable years to come, making the next Pitti Uomo something to look forward to year after year.