The 94th Pitti Immagine Uomo, a comprehensive exhibition for men's fashion for Spring/Summer 2019, was held in Florence for four days from June 12th to 15th.

Photo by Tatsuya Noda © FASHION HEADLINE
Thanks to the initiative of former Florence Governor and Prime Minister Matteo Renzi, Pitti Uomo has expanded its content and continued to attract strong attendees over the past few years. However, with the economic downturn caused by Italy's political turmoil and a market shift away from high-end items affecting the entire fashion industry, things are starting to look a little cloudy.

Increasing Off-site Satellite Events

This year's attendance remained the same as last year's June event, at 30,000, including 19,100 buyers. While the number of visitors from Japan was slightly lower than last year, the number of press members increased. A tram system, which began construction during the tenure of former Prime Minister Matteo, was undergoing test runs around the Fortezza da Basso venue, resulting in noticeable congestion near the entrances as exhibitors exited. However, the atmosphere at the on-site booths remained calm on the first day. On the second and third days, many fashionistas gathered to take street snapshots and take photos for social media, creating a festival-like atmosphere. However, the venue remained quiet on the final day.

Photo by Tatsuya Noda © FASHION HEADLINE
In recent seasons, brands participating in Milan Men's have been shifting to joint shows with women's, resulting in a decrease in the number of shows and an increasing trend of buyers and media outlets skipping Milan, which is a serious problem for the event. Furthermore, this year's event coincided with the FIFA World Cup in Russia, which has had an impact on the event, with summer vacations happening earlier than usual and "visitors being drawn to a variety of events such as music festivals," says Pitti Immagine CEO Raffaello Napoleone.

However, with a total of 1,240 participating brands (45% of which are from overseas), the show remains an important trade show in the men's fashion industry, and it is certain that the stance of quickly introducing the latest trends and cutting-edge brand movements that the show has promoted over the past few years has become firmly established. This year, main brands such as Craig Green, Roberto Cavalli, MCM, and BIRKENSTOCK held official events outside the venue, and the number of events held independently by exhibiting brands in Florence has also increased significantly compared to previous years.

Craig Green Spring/Summer 2019 Collection
© Giovanni Giannoni

Roberto Cavalli Men's Spring/Summer 2019 Collection
© Giovanni Giannoni

MCM Spring/Summer 2019 Luft Collection
© Giovanni Giannoni


BIRKENSTOCK Spring/Summer 2019 Collection
Photo by Tatsuya Noda © FASHION HEADLINE

The Giorgio Armani party where Morcheeba performed
Photo by Tatsuya Noda © FASHION HEADLINE

During this time of year, which is the tourist season, Pitti itself is shifting towards a comprehensive fashion festival aimed at fashion bloggers and general fashion enthusiasts, and it is true that this has led to a return of fashion professionals who have been estranged from Pitti over the past few years. However, some have also suggested that the increase in satellite events outside the venue may be affecting the number of visitors to each booth at the exhibition hall.


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Text: Tatsuya Noda