Three great Italian fashion houses, three companies that base their roots in Tuscany, Roberto Cavalli, Gucci, Ermanno Scervino, are the three-axis that unleashes Pitti Uomo n. 94 the Florentine menswear show scheduled in Florence from 12 to 15 June, with 1,240 brands at Fortezza da Basso, 561 of which are foreign, which will be inaugurated at Palazzo Vecchio by the new Minister of Cultural Heritage Alberto Bonisoli.
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At the opening of Pitti on 12 June Gucci celebrates the opening of two new rooms in the Gallery curated by Maria Luisa Frisa, inside the Gucci Garden created by the creative director of the maison Alessandro Michele in the historic Palazzo della Mercanzia, in Piazza della Signoria. In the Gucci Garden boutique will be presented new products in a single edition with the illustrations of an artist in his debut in collaboration with Gucci. Roberto Cavalli, guest star of this edition parades on June 13 marking the return of the brand in his city of origin. The new men’s collection is signed by Paul Surridge, new creative director of all the lines of the group, which since 2015 is 90% owned by the investment fund Clessidra Sgr. Ermanno Scervino celebrates the opening of the new boutique in Via Strozzi and on June 14th participates in the presentation of the Scervino -Fondazione Zeffirelli project, for which the students of Istituto Marangoni interpreted 12 outfits of the Domata Bisbetica. Giorgio Armani also inaugurates a boutique in via de ‘Tornabuoni.
On June 13th Cos presents Soma, a capsule based on comfort and design. For the launch, a special event will animate an evocative place in the city with the participation of the British choreographer Wayne McGregor. Birkenstock also chooses June 13 for its event in the Torrigiani Garden. On the platform the mood of the collection and music signed by Michel Gaubert. The Pitti Immagine Discovery Foundation presents Fanatic Feelings – Fashion Plays Football, a multimedia exhibition curated by Markus Ebner, founder of the magazines Achtung Mode and Sepp Football Fashion and the art critic Francesco Bonami, which highlights the attraction that the world of football has on fashion and male imagery. The exhibition held until 22 July, is visited in the complex of Santa Maria Novella.
The London-based designer Craig Green, a Pitti 94 menswear guest, will present his collection on June 14th. In its proposals emerge the ability to innovate the codes of menswear without losing sight of the dynamics of the market. A style that mixes workwear influences and futuristic volumes, sculptural silhouettes and functional aspects. The Japanese designer Fumito Ganryu, Pitti project, after the experience in the group Comme des Garcons presents on June 13 in Florence his independent label with an event. Pitti’s Guest Nation is Georgia on stage at the Spazio Carra in Fortezza, thanks to the support of Lelp Enterprise Georgia, the agency headed by the Georgian Ministry of Economy. The brands are: Aznauri, Anuka Keburia, Damian Gorge, Situationist, Tatuna Nikolaishvili, Vaska.
Two birthdays at Pitti: Herno celebrates 70 years with the Library in the former Leopolda Station; Lardini celebrates 40 of activities with an event at Fortezza. On 13th June, at Pitti, there will also be Moncler Genius 7 Fragment Hiroshi Fujiwara, the latter present. Federico Curradi returns to Florence on June 14 to present the homonymous collection with an installation-event in the garden of a noble palace. Emilio Pucci and Bonaveri meet to stage their creative skills. At Polveriera, Sease, a brand of Giacomo and Franco Loro Piana, introduces a concept on male passions. Nick Wooster X Paul & Shark is the capsule that tells the Italian brand seen by the American designer. The new line of Iceberg, Ice Play, made its debut with the world of street couture. On the occasion of the 80th anniversary of Candiani Denim, a special co-lab with the Los Angeles brand Atelier & Repairs, from which a 100% sustainable denim based capsule is born.