Creative Potential at Pitti?


By Hywel Davies, 10:38 Thu 21 Jun 2007

As we arrived in Florence airport last night the local IKEA logo cast a blue and yellow shadow over the runway. Was this a metaphor for what was in store at Pitti Uomo? A one-style suits all, flat-packed fashion trade show?
In Italy fashion is big business and Pitti Uomo is the backbone of Italian menswear. Twice a year international buyers and press descend on the event to consume the latest trends and new products for the impending season - a full 12 months in advance.
Whilst some journalists believe the event is a strategic meet and greet the advertisrs, others see it as an important precursor to the menswear shows which start in Milan this Saturday and then move onto Paris.
The event features all incarnations of menswear including casual, formal and contemporary clothing. Howevr recent years there has been a shift to more formal wear brands showcasing their collections at the event - much to the disappointment to the cool cravers that attend from European style magazines.
As a reaction to this last season, London's Boom Box club was invited to spice up the mix and inject some urban hedonism into the event. Whether club kids mixing with Italian suits was productive, it did give the event an edge and inform future possibilities of keeping Pitti in the picture.
Each season organisers also invite a special guest designer to jazz up the style proceedings. Previously Martin Margiela, Raf Simons and Veronique Branquinho have all held special presentations during Pitti.
This evenibng Diesel will present their much hyped Liquid Space Show that will be webcast live on www.diesel.com. Over 12 months and millions of Euros in development, the event will communicate the brand's weight in the global industry.
We are reporting live at the event over the next two days and documenting the latest fascinations and fads from Pitti Uomo.