5 things to look forward to at Pitti Uomo 110 An edition packed with great guests and debuts
Starting tomorrow until next Friday, the 110th edition of Pitti Uomo will take place, hosting four guest designers and about 720 brands, 44% of which are international. «Small businesses are growing and making significant strides, and Pitti Uomo represents many of these realities», declared Antonio De Matteis, CEO of Kiton and president of Pitti Immagine to WWD. «For this reason, I look at the event with great optimism. June promises to be an exceptional showcase, with numerous buyers who have already confirmed their attendance».
The new CEO of Pitti Immagine, Ivano Cauli, speaking with WWD, highlighted his commitment to bringing positive energy to the sector despite geopolitical tensions and the crisis in the fashion industry weighing on Italian exports. «Navigating the future is the message with which we are building the next editions of fashion trade shows, starting with Pitti Uomo», he said, adding that in the coming days approximately 11,400 visitors are expected to animate the pavilions of the Fortezza da Basso. But what are the must-see appointments of this Pitti edition?
1. Simone Rocha's Menswear Debut
The great protagonist of this edition will be British designer Simone Rocha, who will present her first show dedicated exclusively to menswear in the history of her brand. The show will be held next Thursday at 5 p.m. at the Teatro della Pergola and will not only add further international appeal to this edition but also marks the first time that guest designers will be four instead of three, a sign of the growing internationalization of the event.
2. Sunflower and the Link-up with CPFW
Sunflower, the cult Danish brand founded in Copenhagen in 2018 by Ulrik Pedersen, will present its show at the Teatro del Maggio Musicale on Wednesday evening. The invitation is part of the collaboration between Pitti Uomo and Copenhagen Fashion Week on the occasion of the Danish fashion week’s 20th anniversary. The brand, one of the protagonists of the Scandi-grunge movement that has taken over men’s wardrobes around the world, will make its Florence runway debut with the SS27 collection. The partnership will also add a new chapter to the love story between Pitti and Scandinavian fashion after Soulland’s show in 2022.
3. Kei Ninomiya Presents the First In-House Brand for Dover Street Market
Already well known on the Paris calendars for his Noir Kei Ninomiya, the eponymous designer Kei Ninomiya will bring to the runway his first in-house project for Dover Street Market next Friday, right after Simone Rocha, with a nighttime show in the former Sant’Orsola monastery. The collection promises to combine technical experimentation and aesthetic research, and should present a genderless and functional wardrobe even though, knowing Ninomiya, we are sure to expect more than a few surprises.
4. Dickies Arrives at Pitti and Designs the Staff Uniforms
Every man, fashion enthusiast or not, has a pair of Dickies trousers in his wardrobe and this year the brand will make its debut at Pitti following the acquisition by Bluestar Alliance. In addition to presenting its collections, the brand will design a series of workwear uniforms for the entire Pitti Uomo staff. Needless to say, they could become a highly sought-after collectible piece for enthusiasts. Will we remember them among the best trade show uniforms ever designed by a brand?
5. Two Rising Stars: Jiyong Kim & William Palmer
This edition will feature two more new names to watch. The first is South Korean designer Jiyong Kim, LVMH Prize 2024 semifinalist, who will present his SS27 collection in Magazzino 07 thanks to Pitti’s partnership with the Korea Creative Content Agency. Alongside him, keep an eye on the young British talent William Palmer, winner of the grand prize at the International Talent Support 2026 and of the Pitti Immagine Award, who will bring to Italy his garments with exaggerated proportions, decorated with stripes and always discreetly subversive.