Alongside shows and presentations, Florence becomes the worldly theater of the fashion system.
Pitti Uomo 110 does not live only in the stands, in the shows, and in the official presentations. It also lives in cocktails, dinners, aperitivos, parties, and invitation-only appointments. This is the most glamorous and relational part of the event, the least visible to the general public but fundamental for understanding the real workings of the fashion system.
Because fashion does not move only on the catwalk. It moves in conversations, informal encounters, tables, hotels, cloisters, and spaces where brands, buyers, press, entrepreneurs, and protagonists of the sector look at each other, talk, and recognize each other. Pitti, as always, has this double soul: on one side the professional calendar, on the other the diplomacy of relationships.
The eve of June 15 already opens this tone with the gala dinner of the Centro di Firenze per la Moda Italiana at the Manifattura Tabacchi and the cocktail for the hundredth issue of Style in Progress at the 25hours Hotel Firenze. These are invitation-only appointments, but they say much about the nature of Pitti: even before the fair begins, Florence already enters its role as a city of relationships.
On June 16 this dimension becomes even more evident. Histores organizes a cocktail at the Giardino di Villa Vittoria, Berwich presents the SS27 New Genesi collection at the Westin Excelsior, Sanyocoat for Caruso celebrates its encounter at Eredi Chiarini, Mauna Kea brings the SS27 collection to The Social Hub Belfiore with party and DJ set, while Brunello Cucinelli signs a dinner at the Cloister of Santa Maria Novella.
Pitti Uomo 110 confirms a simple truth: fashion is told not only through garments, but also through the scene it constructs around those garments. And Florence, with its cloisters, hotels, gardens, theaters, and historic spaces, remains one of the most suitable places to transform a fair into a living network of encounters, images, and relationships.
— Alessandro Sicuro
Brand Strategist | Photographer | Art Director | Project Manager
Alessandro Sicuro Comunication
Sure-com America 