What is the Pitti Uomo? [ The fascination of the incomparable 4 and the story of its birth ]

What is the Pitti Uomo? [ The fascination of the incomparable 4 and the story of its birth ]

Pitti Uomo, the world’s largest men’s fashion festival, is an indispensable event for keeping up with the trends in men’s fashion, and our editorial staff always participates in the event, taking snapshots and conducting interviews. This time, through on-site coverage in Italy and interviews with people involved in the Pitti fashion industry, we will be asking questions such as “What is Pitti Uomo in the first place? ” “Why is it attracting so much attention in the industry? Who started it and for what purpose?” and “Who started it, and for what purpose? You may be able to enjoy Pitti Uomo even more each season if you read this!

What is “Pitti Immagine Uomo”?

Pitti Immagine Uomo” is one of the world’s largest international trade fairs for men’s fashion brands, held twice a year in January and June in Florence, Italy. In Japan, it is commonly known as ” Pitti ” and ” Pitti Uomo. At Pitti, a total of more than 800 brands (more than 1,200 brands before Corona), including Italian brands at the top and brands from around the world, present their new models. Designers, buyers from select stores and department stores, brand representatives, influencers, and others from around the world gather at Pitti. The event is recognized as a place where men’s fashion trends for the following year are disseminated, and is also characterized by the fact that fashion journalists visit from all over the world to cover the event. In addition to clothing, there are also perfumes, shoes, bags, accessories, lifestyle goods, vintage and second-hand clothing, and it is no exaggeration to say that this is an event that covers all aspects of men’s fashion.

In the midst of economic recovery after World War II, a businessman's challenge began in Italy

Pitti’s beginnings date back to the early 1950s, after World War II. After the war, Italy, which had been defeated in the war, began to rebuild its economy. The focus on the fashion business was particularly remarkable. At the time, France was leading the way in the fashion industry. As haute couture (high-end tailored clothing) declined, prêt-a-porter (ready-to-wear) emerged. On the other hand, the culture of haute couture remained strong in Italy. The Italian industrialist Giovanni Battista Giorgini took notice of this. He ambitiously developed a business selling Italian-made goods in North America during the war.

Italy in 1945.
 Alinari

The surprising history of Pitti Uomo (2)The first event was held at home!

Mr. Giovanni Battista Giorgini feels the need to introduce Italian fashion designers and brands to international buyers and journalists with their collections in order to make them competitive on the international stage. In 1951, Mr. Giorgini organized the first Italian fashion show to showcase collections by Italian designers at his residence. Only ten American buyers attended the event. It was a small show, which is hard to imagine from the current Pitti Uomo, but it was a step forward to the current Pitti Uomo.

Editor Konno
When the first Italian fashion show, which was a great success, was held, there was still 2/3 of the rubble in the city. I was impressed by his great ambition to develop Italian fashion on a global scale and his ability to ensure that he played a part. Incidentally, it is said that the annual economic impact of the Pitti Uomo on Florence exceeds 400 million euros (about 68 billion Japanese yen!). The economic impact of Pitti Uomo on Florence is said to be more than 400 million euros per year.

Foto: Archivio Giorgini, Firenze, Italia.

The surprising history of the Pitti Uomo (3)The first Pitti was a women's fashion show!

The show at Giorgini’s residence gradually grew in scale, moved to the Palazzo Pitti, and by 1955 had evolved into the largest fashion festival in Europe, attracting 500 buyers and 200 journalists. By 1955, it had evolved into Europe’s largest fashion festival, attracting 500 buyers and 200 journalists. The main difference between Pitti and today’s Pitti was that the fashion shows were exclusively for women’s wear; men’s fashion was included for the first time in 1963, and in September 1972, the ” Pitti Immagine Uomo ” was held, featuring menswear and accessories. Uomo is the Italian word for men’s fashion. Uomo means “men’s” in Italian, and Pitti Imagine Uomo is “the men’s version of Pitti Imagine. The Pitti Uomo is now held at Fortezza Basso, moving from the Pitti Palace, and has become an important event that has contributed greatly to the growth and internationalization of the Italian fashion industry.

A model wearing a long flowered dress and a hat catwalking at Palazzo Pitti. Florence, 1960s

Surprising History of Pitti Uomo (4)The closely related Classico Italia Association is later than the Pitti Uomo!

The Classico Italia Association, known to fashion experts, was founded in 1986, which is surprisingly shorter than the history of Pitti Uomo. The association exhibited its first booth at Pitti Uomo in 1987, the year after its establishment. The association, whose mission is to protect and promote “Made in Italy” around the world, is made up of 16 companies that operate famous Italian brands such as Brioni and Keaton, including the tie brand of Stefano Ricci, who served as the first president of the association, and later played a central role in the coming Classico Italia boom. The Classico Italia Association and Pitti The Classico Italia Association and the Pitti Uomo have worked hand in hand as allies in driving Italian men’s fashion.

2/3GO TO NEXT PAGE
Follow us !

Sign up to receive
OTOKOMAE Mail Magazine!

Subscribe by Email

Official OTOKOMAE Instagram Snapshot