IT'S A MAN'S WORLD

The world's leading fashion fair takes place in Florence - and even through this event seems to be younger than ever. The atmosphere reminds you of a creative workshop whose essential ingredients are values and innovation in the search for style. The direct contact between designers and creative minds from around the globe has always been the priority here.

What makes Pitti Uomo such a successful event? It's a combination of many factors. It is first of all the most important international fashion fair on the catwalk calendar, the go-ahead for new fashion season. It is privileged vantage point in tracking down and understanding the new trends. The exhibitors offer solely state-of-the-art products that attract more than 20,000 visitors every year. And last but not least the historic location at the Fortezza da Basso is a major factor in its continued success.

This impressive renaissance fortress has an often-limitaded star-shaped floor plan which was originally a means of security for those in power. But not only did they want security they also sought to impress the Florentines as well as intimidate them. No wonder that the collection for men is presented in rooms with military names resounding a masculine, warlike world: arsenal, orderly room, armoury, the monumental hall. There is even a place called the lion's mouth, where the cannons were once fired to defend the fortress. These days, the rumble of gunfire has been replaced by fight over creativity. In one way or another: fighting remains men's business.
text: Mauro Galligari