PITTI UOMO 109 – FLORENCE LIGHTS UP THE MOTION, THE MOVEMENT THAT DESIGNS THE TREND

Pitti Uomo returns to the Fortezza da Basso from January 13 to 16, 2026, inaugurating its 109th edition with a theme that perfectly captures the current state of affairs: Motion . A broad, almost cinematic concept, it evokes dynamism, constant transformation, and the ability to shift energy, ideas, and protagonists toward a single center: Florence.

For four days, the city once again becomes the hub of international menswear, with over 700 brands expected and a foreign presence approaching 44%. An increasingly selective community of buyers, journalists, creatives, and innovators, drawn to an event that continues to represent a privileged observatory for the Fall/Winter 2026-2027 collections.

Antonio De Matteis, president of Pitti Immagine, recognized the strength of the 740 exhibitors at the summer edition. This energy is driving this winter’s momentum: international buyers are still growing by 3%, a sign that the market, despite undergoing significant transformations, continues to see Florence as a place of concrete opportunities for sales, networking, and restarting.

Raffaello Napoleone, CEO of Pitti Immagine, summarizes the organization’s approach: Pitti is the result of constant research, travel, and field observations, as well as direct encounters with designers and brands across the global scene. The work always begins with reality: observing how creatives operate, how they move, how they are perceived, and cross-referencing these observations with the needs of shops and department stores. From this convergence comes the heart of Pitti Uomo: the point where supply and demand return to an authentic dialogue.

GUEST DESIGNERS: THREE PERSPECTIVES FROM JAPAN TO TEL AVIV

The 109th edition brings to Florence a trio of designers capable of interpreting movement in a radical and personal way:

• Hed Mayner , founder and creative director of the eponymous brand, who will create a fashion show-event with his unmistakable language, suspended between architectural volumes and formal purity.
• Soshi Otsuki , winner of the LVMH Prize 2025, comes to Florence with a special presentation-performance.
• Shinyakozuka , a Tokyo-based designer known for his obsessive attention to form and proportion, and for pieces he often paints or designs himself. His Pitti show is in collaboration with Japan Fashion Week.

Three distinct aesthetics, three ways of reading the male body, three ways to describe a present in motion.

HIBEAUTY: THE BIG NEWS OF 2026

For the first time, Pitti Uomo introduces HiBeauty , a section dedicated exclusively to cutting-edge perfumery.
This curated space, located within the Futuro Maschile program, brings together ten independent brands chosen as representatives of a new creative wave sweeping across Europe and reaching Asia.

HiBeauty was born from the experience of Pitti Fragranze and brings this more refined, intimate, and cultural approach to skincare and fragrances to the men’s world. This is
an important message: male identity is increasingly influenced by sensorial rituals, self-care, and mindful gestures.

THE 5 SECTIONS: THE MAP OF CONTEMPORARY MEN’S FASHION

Pitti 109 is organized into five categories, each with a specific language:

• Fantastic Classic – the continuity of the classic, reinterpreted.
• Future Men – experimentation, advanced tailoring, tech-fashion.
• Dynamic Attitude – sportswear and performance.
• Superstyling – formal research and new aesthetic codes.
• I Go Out – outdoor, lifestyle, functionality.

A geography of contemporary masculinity told through a balanced mix of heritage and innovation.

THE CAMPAIGN: THE MOVEMENT THAT BECOMES IMAGE

Motion translates into the campaign created by Chris Vidal and Tuomas Laitinen of SSAW: shots that seem like frames stolen from a film, a suspended time that captures the gesture before it becomes a pose.

Black and white amplifies the cinematic feel, rhythm, and fluid elegance of the Soshiotsuki pieces chosen for the styling.
Fashion, here, is both physical and emotional movement: motion becomes emotion .
An almost philosophical shift that reflects the current historical moment: fashion today no longer exists in the immobility of categories, but in the constant crossing of boundaries.