Italian corporation Pitti Uomo Immagine recently unveiled the creative direction behind the 95th international menswear trade show set for next January in Florence: The Pitti Box, the main theme of the fall/winter fairs which was inspired the common theme of surprise throughout all of the fair’s past events. They call this factor The Surprise Box — a palate of various extraordinary tin containers of ideas and innovations which are subject to change based on the season’s trends. Pitti promises to offer its guests a multi sensory journey in and out of “the box” in a set design curated by life-styler Sergio Colantuoni . “The Piitti Box aims for the surprise factor” says Agostino Poletto, General Manager of Pitti Imagine, “and for a new attitude of rigour and elegance, which we can feel in the air after some more pop-oriented editions. The path of Pitti Uomo will be marked by many ‘boxes’ , with which we want to involve our audience in a series of experiences curated by us. They will be designed as a place of comfort and entertainment, but above all an invitation to meet and share ideas and suggestions even in the social world. Breathing a fresh unique energy of the fair.” On tune with their theme of streetwear elegance, the fair will also welcome Parisian menswear label Y/Project as the Menswear guest designer, whose creative director Glenn Martens will present their Fall Winter 2019/20 collection with a special event.  “Florence’s exquisite heritage has been a never ending source of fascination to me. I’m extremely honoured to have been asked to show Y/Project at Pitti Uomo, in the core of this mythical city”, says Glenn Martens, Creative Director, Y/Project. Also on the line up is Italian urban culture company Slam Jam which will be celebrating thirty years in the business with a collaboration with some of it’s long standing partners. This will be featured as a multidisciplinary exhibition at the Museo Marino Marini along with an exclusive museum shop including exclusive items distributed by Slam Jam. The trade show will also be continuing their initiative dedicated to highlighting Korean creative culture in the second step of their Concept Korea project. This will take the form of a runway show by Korean menswear label Beyond Closet, which is spearheaded by designer Tae Yong. “I am very excited to once again be a part of Pitti’s designers line up representing Korea. We will be focusing to show the originality of Beyond Closet plus a new collaboration line that we are currently working on. Stay tuned!” Taye Yong, Beyond Closet. In total the trade show event will include a multitude of 1230 brands from across Europe, Asia, America and India distributed into over 13 sections of the 60,000 m² exhibition space. 

Tags: Fair-trade, Fashion, Menswear