The 92nd Edition of Pitti Uomo will open its doors in Florence, at Fortezza da Basso fortress, from 13th to 16th of June 2017, with the objective of revealing powerful changes. This Italian Salone will present new, more stimulating pathways along its exhibition route: an accurate allocation of spaces, an expansion of the sections dedicated to the contemporary and research style for today’s menswear, as well as a development of the areas projected towards the future of fashion. This evolution will involve the micro-cosmos of makers from all over the world – the MAKE section will be presented in the Sala della Ronda for the first time-, the agender collections, and the spirit of the luxury underground brands – UNCONVENTIONAL will double its exhibition surface extending to both the Archives.
Not to mention the avantguard styles and the cutting-edge design leading names – the TOUCH! section will be moved to Padiglione Medici, a strategic location in the research route –, the lab concept of the most evolved expressions of menswear – FUTURO MASCHILE will be bigger and extending to Arena Strozzi, in addition to the long-consolidated location in Sala delle Nazioni –, and a major focus on new world’s talents. All these changes will affect the true heart of Pitti Uomo too: the excellence of new classical clothing companies, and the brands which express the modernity of sportswear. Not to mention the unique art direction by Pitti Immagine.
The theme of the Summer 2017 fashion show by Pitti Immagine will be the “vital energy”: macroscopic, gently overbearing flowers will invade the fortress, spreading all over the surfaces, covering spaces, flowering in artistic creations and digital icons, by contaminating the atmosphere with a spirit that allows the blossoming of new ideas. The concept, layout and creative direction of BOOM, PITTI BLOOMS will be curated by lifestyler, Sergio Colantuoni.
From 13th to 19th of June, at the first floor of La Rinascente store in Milan, thanks to an idea of Sergio Colantuoni, there will be for the first time a corner of Pitti Uomo with a special pop-up store dedicated to the BOOM, PITTI BLOOMS Limited Edition – a capsule of accessories and basic articles in an unprecedented guise.
In addition, BOOM, PITTI BLOOMS will be introduced in a funny, dreamlike guise by means of a new digital art project backing the exhibition advertising campaign. It is a production by Art + Vibes, directed by Valentina Be, in collaboration with the Executive Producer, Max Brun, and the Sound Designer, Lorenzo Confetta. Special guest of the event will be JW Anderson – a brand internationally renown for the creativity and the eclecticism which the Northern Irish designer, Jonathan Anderson, expresses into his collections which are unique for the quality of their manufacturing and the re-elaboration of the materials used by today’s youth culture and art scene.