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Brazil's emerging talents at Pitti W
May '11
Pitti W, the Pitti Immagine fair-event devoted to special projects in women's fashions will be held in Florence from 14 to 17 June 2011, concomitantly with Pitti Uomo 80. A select group of 80 international brands will present exclusive previews and capsule collections for the 2012 spring-summer season in the Dogana on Via Valfonda, next to the Fortezza da Basso.

“Pitti W is strengthening its position as a strategic platform”, says Agostino Poletto, deputy general manager of Pitti Immagine, “for launching specific projects, single-product and capsule collections for women. And this edition includes a very special program dedicated to a select number of young, talented designers from Brazil, many of whom are making their European debuts on the Pitti W stage. In response to the buyers' needs Pitti Immagine is bringing evermore specialized collections to Pitti W, offering close-up view of key items that are outstanding for their quality, sartorial details and attractive quality-price ratios.

"With its lifestyle concepts created for today's woman the event presents an increasingly across-the-board offer from a focus on contemporary jewelry to forays into the worlds of fragrances and remakes. And everything is shown against a completely refreshed backdrop by architect-and-designer, Oliviero Baldini. The clean, architectural style of the settings combines with a spatial arrangement that puts the accent on making the merchandise more visible”.

The Pitti Guest Nation designers: Brazil
Pitti W will feature a special area dedicated to Brazil's emerging talents in women's fashions. The selection of young designers and brands – curated by fashion consultant Helena Montanarini – will show the world the most creative contemporary Made in Brazil looks, and it will be a European debut for several of the participants. The participating brands and designers: Clube Bossa, Gilda Midani, Isabela Capeto, Louloux, Muggia, New Order, Oestudio, Vanessa Montoro, Victor Dzenk.

Sedici45 by Francesca Versace: special preview
Pitti W is the platform Francesca Versace has selected for the preview showing of her Sedici45 collection of women's bags and accessories made of super-innovative materials. The name, that means 1645, comes for the first time the word “fashion” was used in the way it still meant today.

The special areas: Fragranze and Vintage Remake for Pitti W are back!

At this edition, Pitti W will once again be proud to present Fragranze, with the latest items from the world of international artistic and selective perfumery – increasingly important lifestyle components of the contemporary woman's wardrobe - presented by some of the exhibitors from the Pitti Immagine September event with the same title.

And we are moving ahead with Vintage Remake for Pitti W. A specially designed setting will showcase a selection of companies that produced items that have been treated – innovatively, of course – or transformed by hand tailoring. The focus will be on the creative reclamation of recycled materials, as proof that “recycled is beautiful”.

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