An edition that embraces lightheartedness and optimism.
The 104th edition of PITTI IMMAGINE UOMO took place in the setting of the Fortezza da Basso in Florence. Over 800 brands participated in this event with the theme “PITTI GAMES”: a fun and carefree dimension that symbolizes the optimism associated with the growth of the menswear sector. There were many innovations and debuts at this fair.
At the main entrance, the presentation of HUSKY in collaboration with BALLOON MUSEUM was stunning. Immersed in a setup created by an immense pool of black balls and video projections, the brand presented a jacket made of ultra-light feathers. Suspended between sky and earth, the creation defies gravity, giving life to an ethereal blend of elegance and innovation. Art and design merge harmoniously in a unique fashion experience that puts air in the spotlight. Husky’s wearable artwork perfectly embodies the pop identity of Balloon Museum and enhances the versatility and distinctive lightness of the @HuskyBalloon model.
Sustainability at Pitti Immagine
Ecological sustainability is the fundamental value of KEELING, a visionary brand that aims to save the oceans. The Spring/Summer 2024 collection was created with the goal of providing a total look for sea lovers, where nature and beauty are the predominant characteristics. The garments are made from sustainable recycled materials, and the CLEAN COLOR process, a revolutionary sustainable textile dyeing technology, was used, significantly reducing water usage by up to 98.9%. This process allows the color molecules to irregularly penetrate the fibers, making each garment truly unique while preserving the seas.
The footwear brand RE49 is also sustainable. The new collection is made using beach chairs from the Friulian coast, a unique and environmentally conscious way to create colorful, lightweight, comfortable, and eco-friendly shoes.
959NINEFIVENINE, the eco-design brand founded by Paolo Ferrari in 2022, presented DYNAMIC ROOTS. Remaining true to the brand’s DNA, the new collection extensively utilizes seat belts salvaged from scrapped cars (no longer as a structural element but as handles, straps, and details). This material may seem austere, but it is extremely versatile, and for the first time, Appleskin and Recytex are incorporated. The Spring/Summer collection features a range of genderless bags and backpacks suitable for any occasion, including camera bags, backpacks, tote bags, and shoppers.
Passion and Tradition
ANDREA VENTURA shoes speak of a world where passion and tradition harmoniously combine. From this inspiration, the new footwear collection for the upcoming season was born: loafers, ankle boots, lace-up sneakers in current and contemporary colors, made with the mastery of Italian craftsmanship and premium leathers. The vision is to create wearable, timeless, and durable fashion.
For SILVIO FIORELLO, the tie is a timeless accessory and a must-have for those who want to dress elegantly and appreciate a polished look. All the ties from the brand (the first tie manufacturer in the world to be included in the Milan Fashion Week calendar) are handmade and pay homage to Italian craftsmanship. Color, prints, and geometries have always been the distinctive features of Silvio Fiorello collections, where a classically inspired object transforms into a contemporary accessory, youthful and capable of expressing the wearer’s character.
Finally, it is impossible not to mention BARONIO trousers: a refined product that remains in touch with the times, with an unmistakable Italian flavor. Over time, the brand has carved out an important niche in the market, thanks to its unique, colorful, detail-rich, occasionally eccentric.
By Valentino Odorico – Fashion Editor
