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PITTI CITY: the theme for January 2011
Dec '10
Once again, this coming January 11-14, 2011 in Florence, Pitti Uomo will maintain the figures it has attained: over 950 brands will be showing at the Fortezza da Basso, plus 70 women's collections at the Dogana for Pitti W, bringing the total to more than 1,000 collections presented.

The fair's role as a point of reference on the international scene is confirmed once again by the increase in the number of applications from other countries (the requests from foreign firms and brands have risen by 20% for this edition). And let's not forget the Pitti Uomo buyers: at the last winter edition, out of a total of 30,000 visitors, 23,360 buyers came to Florence representing all the most important boutiques and departments stores in the world. And the Pitti Club, whose members include some of the most prestigious names in the world, has over 150 Italian stores and more than 550 from abroad.

The new e-Pitti project: FIERADIGITALE
“We are proud to announce an exciting new feature for the next Pitti Uomo”, says Raffaello Napoleone, CEO of Pitti Immagine, the creation of a new company, FieraDigitale, and the launch of e-Pitti, a virtual fair, and the only one of its kind in the world that will present the physical fair experience online. The main goal of e-Pitti is to expand, prolong and render the experience of the physical fair by multiplying opportunities for contacts for all interlocutors, quickly reaching new markets and new clients and facilitating research and selection work for the buyers”.

Even more dynamic events at the FORTEZZA:
special projects, previews and important re-entries

Top companies choose Pitti Uomo and Florence to present their collections and special projects as well as to consolidate their international strategies at the start of the season. There has been an increase in the number of companies asking to organize events inside the walls of the Fortezza, the perfect venue for expanding their promotional presence and detecting the tastes of both buyers and press. Here are some of the new features and previews for this edition:

• Lubiam, the heritage firm based in Mantua will celebrate its hundredth anniversary with an installation-event - an exhibition and a special capsule collection - at the Limonaia in the gardens of Villa Vittoria;
• the Boglioli project, presenting its style as well as its first accessories collection in a special space on the Lower Level of the Main Pavilion;
• an important re-entry on the part of Hugo Boss who is bringing the premium Boss Selection line to Pitti Uomo, and will be showing in the Sala Ottagonale;
• the European launch of the new collection by Arrow – one of the American heritage brands – from the Tommy Hilfiger Group, which will be presented to the Pitti Uomo international audience.
• the event organized in cooperation with L'Uomo Vogue to celebrate the 125th anniversary of Pantofola d'Oro;
• the new Archive Research Project - A.R.P. – by Umbro in cooperation with Aitor Throup, a capsule collection that shows what the designer has done with the icon-items in the British football brand's huge archives;

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