‘The Pitti Special Click’ is the theme of this summer’s Pitti fair which sums up energy that circulates around the Fortezza and suddenly finds a direction. The theme is based on the fact that something special clicks into place at Pitti when research carried out by companies and Pitti team into new projects meets research of buyers, influencers and visitors.

Pitti Immagine Uomo is a collection of fashion industry events in Italy, held twice yearly in Florence, at the Fortezza da Basso. The 96th edition of Pitti Uomo trade fair dedicated to menswear and contemporary lifestyles, will be held from June 11-14, 2019.

During the fair, the main forecourt of the Fortezza da Basso will be transformed through the set design curated by life-styler Sergio Colantuoni, said a press release from Pitti Immagine. It will be the biggest layout ever realised at Pitti. A 1000 square meter stilt house will stand in the heart of the Fortezza, creating a circular itinerary, a big ring delimited by large poles with flags will flutter in the wind, a village that will become a lounge area with white canopied sofas, a place for visitors, buyers, etc to meet, talk, get to know each other, make business contacts and more. The stilt house will lead to a garden, and from the terrace it will be possible to view the whole area below. Plus, there will be a food circuit full of interesting proposals with four different bars.

The special graphic sign for The Pitti Special Click has been created by illustrator Angelica Gerosa who has chosen to mix up items of clothing to create the perfect outfit by dipping into the various sections of the fair: a polka dot sock with a zig zag jacket, a tie with a diamond-shaped bag, jeans with a floral jacket and a starry hat, collages and scraps of paper that perfectly interpret what happens when a buyer or a journalist arrives at Pitti Uomo, choosing garments from the various sections to create the perfect alchemy and give life to the season’s new look.

“The Pitti Special Click is a spark that produces alchemies that are always different,” said Agostino Poletto, general manager of Pitti Immagine. “A click of energy and emotion is difficult to stem as well as the ‘X Factor’ that decrees the success of every rendezvous. The element that makes people continue to come to Florence in order to see, learn and try to understand.”

“It will be a large circular satellite,” said Colantuoni. “Salvaging things from the past, from prehistory, is the input that led me to create this enormous stilt house, as if to elevate us from this earth and create a new human space that is more serene. Soaring above a livable garden in order to rediscover our wellbeing, our centre. A light and convivial village where Angelica Gerosa’s super colourful collages stand out amongst the vegetation and the super white. We have to take back nature for ourselves, rediscover the pleasure of using our hands, our tactility, our senses. Reawakening it all through intuition.”

The Pitti Special Click will also be presented through the fairs’ new advertising campaign by Emilio Tini, the photographer and artist whose style celebrates Italian creativity and savoir faire and who has collaborated with prestigious international brands. (PC)

Fibre2Fashion News Desk – India

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