On June 15th, as part of the special program on the third day of Pitti Uomo 92, OFF-WHITE c/o VIRGIL ABLOH's Spring/Summer 2018 collection was held in the square in front of Palazzo Pitti. While the brand's women's collections have previously been presented in Paris, this was the first time a men's collection was shown on the runway.

Due to the outdoor light projections, the event's start time was significantly changed from the originally announced time due to sunset, and the actual start time was after 10:00 PM. Until then, a program from the Maggio Musicale Fiorentino Festival, held annually at this time, was played endlessly.

For this collaboration, the brand chose Jenny Holzer, who pioneered the new form of word art in the 1980s. For the Florentine setting, he chose not to curate works from hip-hop or street culture, but rather an American contemporary artist. The video was split into two sections, one on the left and one on the right side of the Pitti Palace, with word art of different themes projected over a 15-minute period. The video featured over 30 lifted-up words from "Building the Barricade," a work by Anna Swirtszczynska, a Warsaw poet who worked as a nurse during World War II. The other section featured poems and quotes by those involved in various real-life conflicts, including Iranian poet Omid Shams and Syrian novelist Osama Alomar, who responded to current events in Syria and Palestine. The methodology of expressing strong messages through words is similar to that of Holzer's installation, in which he hijacked a Tokyo train with letters when a Christo exhibition was held in Japan. This time, Holzer took over the Pitti Palace on an off-white stage.