Pitti Uomo 104 | The Harmony of Style and Respect



Pitti Uomo No. 104 will take place between the 13th and 16th of June this year. While the event presents a selection of varieties about the fashion world, S|Style project offers an experience on style and respect.


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Florence is ready to host Pitti Uomo 104 between the dates of 13 and 16th of June this year. The international fashion event, which takes place in Fortezza de Basso, will contain over 800 brands and their collections for the summer. This year, the Californian designer and founder of the ERL label Eli Russell Linnetz will be the guest designer of the event. Pitti Uomo 104, comprising various sub-events, debuts, presentations, and a grand Fendi event at the Factory, will be organized under this year's theme of "Pitti Games". While the theme focuses on concepts like energy, playfulness, and desire; the event will point special attention to sustainability through its S|Style exhibition project, the Vintage Market Place and, new in the program and very important: the platform Kering MIL (Kering Material Innovation Lab).



As one of the core projects of the partnership between Pitti Uomo and UniCredit; S|Style will be a vital part of Pitti Uomo 104 with its seventh edition this year. The exhibition project that is curated by fashion journalist Giorgia Cantarini, S|Style represents the event's eye on sustainable lifestyle and practices developing around the fashion industry. Taking place in the Salla delle Nazioni, the event will host 10 protagonist fashion brands across the world that focus on eco-conscious principles:  Cavia and Dalpaos from Italy; Dhruv Kapoor from India; Isnurh from Denmark; Jeanne Friot and Steven Passaro from France; Permu from the UK,;Ksenia Schnaider from Ukraine; and Olooh Concept of Côte d'Ivoire and Young n Sang from South Korea. Promising, young, and sustainable brands are ready to radiate their environmentally responsible values through their collections when embracing their cultures, senses of fashion, and unique expressions from all around the world. The protagonist brands will give us a material example of the harmony of style, knowledge, respect for the planet, and progressive techniques to reach them all.



The S|Style in the Salla Delle Nazioni does not only come up with those 10 promising international brands, but it hosts significant participation this year. For the first time, the Kering Group will be there, attending through Kering Material Innovation Lab (Kering MIL). As the group's research center that focuses on progress in environmental responsibilities when producing, the Kering MIL's attendance places itself into a matchless experience.

Kering MIL will be interacting with the young, talented, and sustainable designers at this event when observing those designers' idiosyncratic methods of producing eco-consciously. When this will complement the Kering Group's motivation on recognizing new and promising designers in the industry, it will also contribute to the Kering MIL's treasure of knowledge through interactive communication with those designers' methods. More the promising designers around the world get recognized, the Kering Group will contribute more to their transition to sustainability through observance. In this sense, the attendance is dedicated to Kering to switch to bio-based applications and a responsible position through this interactive experience with the designers of the fair.

Kering MIL Director Christian Tubito reviews the Lab's first participation in Pitti Uomo as a celebration of their 10th anniversary of Material Innovation Lab and a perfect chance to both support the young designers and help them to use the most innovative materials for their next collections. Accordingly, the curator of the event Giorgia Cantarini states that this guidance from Kering to promising designers is a milestone that combines talent, responsibility, ethics, style, and technology.



During the Pitti Uomo 104, FENDI will present the brand's Spring/Summer 2024 men’s collection. The show which includes a special catwalk show inside will occur in the late afternoon on June 15th at the Fendi Factory in Capannuccia, Tuscany. The CEO of Pitti Immagine, Rafaello Napoloene, points out the unique bond with the brand when complimenting it from several aspects. The FENDI CEO Serge Brunschwig, additionally, states: “We are proud to open the FENDI Factory to our customers and to the press, bringing it to life outside of everyday life with the next men’s fashion show in June during Pitti Uomo.” and mentions the FENDI heritage to have special compatibility with the Factory. The Tuscan factory of the brand have been unveiled in December and caught attention through its characteristic features of architecture and interior design.


©  Pitti Uomo

Tolga Rahmalaroglu
Luxiders Magazine