Pitti, the renowned menswear salon in Florence, is preparing to showcase the finalists of this year’s LVMH Prize in a major installation during its rescheduled summer edition. Despite the challenges posed by the pandemic, Pitti’s 100th anniversary will be celebrated from June 30 to July 2, albeit on a smaller scale. However, the event promises to be vibrant and fashion-forward, with various designer events, live fashion shoots, and the opening of Gucci’s previously inaccessible archives.
Raffaello Napoleone, the CEO of Pitti, expressed his excitement about collaborating with LVMH and its young designer award. He emphasized the desire to add value to the prize and provide a platform for the talented finalists. The historic Sala Ottagonale of the Fortezza da Basso, the main venue for Pitti, will host the installation, showcasing looks from all the finalists. Additionally, a film dedicated to the nine finalists will be presented during the event, although the winner will only be announced in September in Paris.
One of the innovative concepts introduced at Pitti this year is the Pitti Walk, a live fashion shoot spanning three days. This concept aims to showcase the finalists’ creations in relation to the urban environment, with the designs displayed throughout the city. The nine finalists participating in the Pitti Walk are Bianca Saunders, Charles de Vilmorin, Christopher John Rogers, Conner Ives, Colm Dillane, Kika Vargas, Lukhanyo Mdingi, Nensi Dojaka, and Rui Zhou.
In addition to the LVMH Prize installation and Pitti Walk, there will be other exciting events at the salon. Thebe Magugu, a former LVMH finalist and winner, will host his own installation. Finnish-Swedish designer Rolf Ekroth will livestream a collection inspired by Finnish Midsummer traditions and magic. The event will also feature a “live” shooting of luxury brands such as Caruso, Kiton, and Stefano Ricci by young Italian photographers. Furthermore, a Sustainable section will be dedicated to showcasing the latest work from 15 brands committed to sustainability.
Pitti expects around 400 brands to participate, with 345 located within the fortress and the rest engaging through Pitti Connect, an online platform. Concurrently, Pitti Bimbo, an event focused on children’s fashion, will also take place in Florence. To prioritize safety and minimize the risk of infection, Pitti aims to fully utilize the fortress, reducing the need for attendees to move between different buildings.
With the approval of the Italian authorities received in April, Pitti is confident in hosting approximately 8,000 visitors. As Italy’s COVID-19 death rate continues to decline, the number of responses is increasing daily. The event will introduce several innovations, including Pitti Studio, a service that helps brands visually communicate through photo, video, and storytelling on social media. Additionally, fashion guru Linda Loppa’s latest book, the New Fashion Container, will be presented during the salon. Gucci will also contribute to the celebrations by opening its restored archive on Via delle Caldaie, showcasing its rich heritage.
Despite the absence of a grand celebration, this year’s Pitti is considered a significant event in the industry. Its occurrence signifies a renewed energy and promising future for the fashion world, even amid the limited tourism currently experienced in Italy.
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