Pitti Lemon is coming: fresh, energetic, sunny

The summer edition of Pitti Uomo, number 106, welcomes 790 brands, 43% of which are foreign, to the Fortezza da Basso in Florence from 11 to 14 June 2024, for the presentation to Italian and international buyers of the new S/S 2025 collections, including established brands and new and interesting research brands. Alongside menswear, there will also be plenty of lifestyle, with accessories and design objects, increasingly present among the proposals of the main concept stores and the best boutiques.

The theme chosen for the advertising campaign and the fittings in the Fortezza for this edition is PITTI LEMON, a reminder of everything that is desestive, fresh, sunny and full of energy. Just like this edition that is characterised by the presence of names of great impact, starting with Paul Smith, protagonist of a special event on the opening day of Pitti Uomo. Significant is the choice of Marine Serre as Guest Designer, whose work highlights style and highly topical content. Events not to be missed include the first fashion show of cult brand Pierre Louis Mascia, and the debut of a men’s fashion capsule by Plan C by Carolina Castiglioni. Confirmed is the exhibition itinerary divided into five sections (Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling and I Go Out), to which is added the presence of the special areas with ten emerging talents at S|Style and the Vintage Hub.

Among the international collaborations, besides the consolidated presence of Scandinavian Manifesto and J∞Quality, at this edition Pitti Uomo will propose the special project China Wave.

‘Pitti Uomo continues on its path of growth alongside the brands, representing for an increasingly broader and stronger community a moment of meeting, business and in-depth analysis of the themes that cross contemporary fashion culture,’ commented Raffaello Napoleone, CEO of Pitti Immagine.