The Best Events Of The 94th Pitti Uomo Exhibition

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The Best Events Of The 94th Pitti Uomo Exhibition
The Best Events Of The 94th Pitti Uomo Exhibition

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Debut Screening of Paul Surridge as Creative Director of Roberto Cavalli

Roberto Cavalli decided to follow the example of many of his colleagues and embarked on the path of rejuvenation. Paul Surridge, a designer who was previously in charge of the menswear line at Z Zegna and also consulted for the Swedish brand Acne Studios, was hired as creative director. This year, Surridge was a special guest at Pitti Uomo. Giacomo Ferraris, CEO of Roberto Cavalli, stressed that the choice fell on Florence for a reason - a brand was once created in this city, and it is here that it should be reborn.

Sales will tell the best about the success of Surridge's collection, but it is already easy to see that the brand has begun to look more modern. Holographic chunky sneakers, a lot of white total looks, narrow glasses in the spirit of futurism, Cossacks and other trends loved by millennials were present in abundance. Not without Roberto Cavalli's inherent animalistic patterns alongside catchy prints.

Photo: pittimmagine.com
Photo: pittimmagine.com

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Fanatic Feelings - Fashion Plays Football Exhibition

It would be strange if Pitti avoided the theme of football. Fanatic Feelings - Fashion Plays Football was a large-scale exhibition dedicated to the interaction of men's fashion and the world's most popular sports game. Curated by art critic Francesco Bonami and founder of men's fashion magazines Achtung Mode and Sepp Football Fashion, Markus Ebner.

The exhibition featured images of famous footballers created by Karl Lagerfeld and Hiroshi Tanabe, while Francesco Bonami selected the best Sepp Football Fashion archives created from 2002 to 2018. In the Street Style section, dedicated to players like David Beckham and Neymar, you can see how titled footballers dress in their free time from games and training.

Rare videos and photos, interviews and legendary items inextricably linked with "Squadra Azzurra" ("blue squadron", the nickname of the Italian national football team. - Approx. "), as well as its loyal fans - "Gli Azzurri", placed in a dedicated Azzurra space. In short, the exhibition, which runs until July 22nd, has a lot to offer, so if you're heading to Florence anytime soon, don't forget to drop by.

Photo: pittimmagine.com
Photo: pittimmagine.com

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Craig Green show

A graduate of London's Central St. Martins Craig Greene - the designer and founder of the brand of the same name - has become one of the loudest sensations. His spring / summer 2019 collection was well received by critics, and Nike even created several pairs of sneakers specifically for the show.

Relaxed and very modern in spirit, the collection is remembered for references to work uniforms, things in bright neon shades, complex geometric patterns, deliberately careless decor in the form of bright cords. The collection also includes loose raincoats, hoodies, created using the tie-dye technique. By the way, this autumn the brand will be presented at TSUM, in the ON_TSUM concept space on the second floor of the department store.

Photo: pittimmagine.com
Photo: pittimmagine.com

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Delegation of Georgian designers

Every year the organizers of Pitti Uomo invite several designers from a certain country, assigning them the status of a “guest nation”. In the past, the event has already featured brands from Ukraine, Japan and Korea, this time six Georgian designers came to Pitti Uomo.

The exhibitors included brands such as Vaska, Gola Damian, Tatuna Nikolaishvili, Situationist, Aznauri and Anuka Keburia. The presentation of the brands took place in the Spazio Carra pavilion in Fortezza da Basso, which was decorated with works by the Georgian artist Petr Otskheli.

Photo: pittimmagine.com
Photo: pittimmagine.com

© pittimmagine.com

Performance COS

When it was announced in the spring that the COS brand, owned by the H&M holding, would be a special guest of Pitti Uomo, many were surprised. The case is truly unprecedented: for 46 years of the exhibition's existence, not a single mass-market brand has ever taken part in it. COS decided not to limit himself to a “simple” presentation and chose the genre of dance performance, staged by British choreographer Wayne McGregor.

The men's capsule collection "Soma", shown at the exhibition, will be available in September.

Photo: pittimmagine.com
Photo: pittimmagine.com

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Herno LIBRARY

Italian brand Herno, specializing in the production of high-tech outerwear, is celebrating its 70th anniversary this year. The round date was celebrated on a grand scale by organizing a large-scale exhibition dedicated to the rich heritage of the brand. Spread across two floors of Stazione Leopolda, the key element of the exhibition is the raincoat - the starting point from which the history of Herno began. For the exhibition Studio Azzurro came up with an audio installation: it seemed like it was raining in the room.

Photo: pittimmagine.com
Photo: pittimmagine.com

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Read an interview with Herno and Pitti Uomo President Claudio Marenzi

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