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A Look Inside The Pitti Uomo Summer Edition
This week, between June 11th to 14th, the palatial city of Florence saw the 106th edition of Pitti Immagine Uomo take place in its historic Fortezza da Basso.
Enclosed within these medieval walls an international crowd amassed to the yearly trade show, known for championing classic elegance and contemporary innovation. This year's event featured 790 brands, each striving to captivate buyers and retailers with their latest collections.
To inaugurate the event, the iconic British designer Paul Smith kicked off Pitti Immagine Uomo with a special showcase of his Spring/Summer 2025 collection at Villa Favard, a short distance from the main location.
Renowned for his mastery in formal tailoring, Paul Smith keeps his designs classic, infusing playful elements such as vibrant colors, charming illustrations, and whimsical prints.
His presentation was a perfect fit for Pitti, where classic tailoring is celebrated, and men don their most dapper suits, wandering through Florence's streets to be photographed. Against the backdrop of this noble Italian city, there is no better place to capture a gentleman in a classic suit.
Back at the fair itself, visitors were greeted by the Lemon Gorilla graffiti wall, a vibrant creation by urban artist Bolo. This year's theme, PITTI LEMON, aimed to convey a vibrant, fresh summer atmosphere, evident in bright yellow signs, flooring, and even a telephone booth adorned in the citrusy hue.
Additionally, the official campaign featured online, in the guidebook, and on event merchandise, included illustrations of a fanciful Lemon City by Giordano Poloni.
To be honest though, more could have been done with the décor. Adding more lemon trees and themed prints instead of plain yellow walls and carpets could have further enlivened the space.
The event's setup was meticulously divided into sections that grouped the exhibitors based on brand essence and style.
For example, Fantastic Classic featured iconic Made in Italy brands, highlighting the evolution of classic styles into innovative and contemporary forms, blending tradition with modernity.
In the central pavilion, artisan shoemaker Matteo Caparrini demonstrated his craft by making a pair of shoes from scratch—onlookers got literal view of Made in Italy!
Superstyling, on the other hand, was reserved for the pursuit of new stylistic codes and unconventional aesthetic choices. It showcased highly creative international brands with an experimental attitude towards style and materials.
A standout within the Superstyling section was the China Wave building. In collaboration with the China National Garment Association, this area showcased Chinese designers, providing a refreshing contrast to the event's usual chic, artisanal Italian focus.
The designs had a strong streetwear influence, featuring alternative, Eastern-inspired silhouettes with skillful tailoring. The prevalence of darker colors and minimal prints gave a mysterious allure, heightened by innovative cuts and techniques. Despite its small size, there was a lot to take in, with a focus on young designers.
Highlights included JDV, Valley Youth, and Blackhead, known for its gothic face jewelry and accessories, and Raxxy, a luxury brand distinguished for its geometrically stitched down jackets.
Beyond racks of clothing, many exhibitors offered immersive experiences at their stands. Missoni delighted visitors with ice cream, while athleisure brand Les Deux invited guests to shoot hoops at their mini basketball court. MC2 St Barth hosted a beach hut pop-up complete with a DJ and bar, which became increasingly lively as aperitivo hour rolled in.
The best part of these events, however, is always the people watching to see what everyone is wearing. Attendees, especially men, showcased their dapper styles, often wearing their own brands. This not only allowed them to authentically advertise their merchandise but also added to the event's overall flair.
In addition to the main event, there was a plethora of extra activities.
Marine Serre, the official guest designer this year, showcased her new menswear collection with a fashion show at Villa di Maiano on the evening of June 12th. Her collection featured a hybrid mixture of classic French couture shapes, sportswear references, and innovative fabrics.
The Polimoda Fashion School also presented its graduation show on June 12th, giving visibility to a new generation of emerging designers. IED and Marangoni, the city’s other prestigious fashion institutions, also held presentations to showcase their students’ work.
When the daytime events concluded, the festivities continued into the evening with cocktail hours, DJ sets, and parties across Florence. Notable events included Sisley's cocktail party and Antony Morato's techno event at Stazione Leopolda, where the winner of "The Sound of Unity" contest was announced.
Daniele Fiesoli hosted a party at the splendid Teatro Niccolini, where local DJs played, and dancers showed off their moves while dressed in the brand’s 70th collection.
As Pitti Uomo's 106th edition draws to a close, the fashion spotlight shifts to Milan for the menswear fashion week. Read our article to keep track of the unmissable events coming this week.
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