Pitti Uomo 91 | 10-13 jan 2017
THE EXTRAORDINARY CONTRIBUTION OF MISE AND THE ICE AGENCY
This edition of Pitti Immagine Uomo is realized thanks to the extraordinary contribution of the Ministry for Economic Development (MiSE – Ministero dello Sviluppo Economico) and the Italian Trade Agency (Agenzia ICE), as part of the 2015-2017 Three Year Plan organized by the Ministero dello Sviluppo Economico to support Italian fairs and Made in Italy. This contribution is dedicated to developing hospitality, media relations and advertising activities.
The 91st edition of Pitti Uomo marks a step forward in the fair’s evolution. With its events and continually changing geography, Pitti Uomo captures the new vibrations of fashion and transforms them into original projects. The program of special events for January will further overcome the duality between fair and fashion week, moving towards new formats that combine stylistic research, communication and market authenticity. The protagonists will be the great traditional firms that are projecting themselves towards the future, the new fashion design talents and the brands that are on the way up, right up to the new worlds of menswear, even in a geographical sense. And then there is the participation of the big international brands at the Fortezza, the debut of sections like HI Beauty – dedicated to the world of fragrances and personal care, and all the microcosms that portray the styles and the souls of men’s fashion today.
PITTI DANCE OFF, the theme of the winter fairs
“Tell me how you dance and I’ll tell you how you’ll dress”. Pitti Dance Off is the theme of the Pitti Immagine winter fairs. The expression of yourself, of your own body, the energy and pleasure of living as well as performing. The protagonist is dance in the myriad expressions used today, along with the eclectic freedom of personal styles shared by dance and contemporary fashion. Pitti interprets them with its usual ironic twist and with a finger tut, in the best tradition of street dance and dance contests. With a layout project curated by Oliviero Baldini. It will virally introduce Pitti Dance Off, the new digital art project that accompanies the advertising campaign for the fairs. Directed and photographed by Dennison Bertram, creative consultancy by Gloria Maria Cappelletti for Cloy, production by Morena Russo for Connecting dot and choreography by Nicolò Besozzi.