What is the Pitti Uomo? [ The fascination of the incomparable 4 and the story of its birth ] Page 2

What is the source of Pitti Uomo’s unparalleled gravitational pull?

Pitti Uomo held its 106th edition in June 2024. Why has it been held so many times and attracted the world’s largest number of visitors? We will introduce the unparalleled charm of the 4 shows that have contributed to this success.

The Pitti Uomo's Attractions (1)

The Pitti Uomo is characterized by its focus on the latest real clothes (clothes that are realistic and wearable in everyday life). While the four major fashion weeks in New York, London, Milan, and Paris, which are the most important fashion events in the world, focus on so-called “top mode” and avant-garde styles, which are basically presented mainly at runway shows of each brand, Pitti Uomo presents Pitti Uomo, on the other hand, is all about realistic styles that are modern and fresh, but that can be immediately incorporated into everyday life. In the former, one of the major events that attracts attention is what kind of style celebrities, famous artists, and actors will wear at the brand shows, etc. In contrast, the focus at Pitti Uomo is on the daily style of the buyers and brand-related people who gather there. It should also be noted that the fashion styles of the Pitti Uomo attendees are all genres, ranging from dress wear to American casual, street fashion, and mode.

Editor Mitsui

If you are searching for your own fashion style, social networking sites such as Instagram are effective tools; while the algorithms of social networking sites suggest styles that fit your tastes and preferences, you may not discover new styles that you have “never seen before, but I actually quite like.” However, it is also difficult to discover new styles that you have never seen before, but you may actually quite like. By browsing through the snaps of Pitti, where fashionistas of various styles from all over the world gather, you will be able to encounter new styles and broaden your perspective on how to coordinate. We hope you will check our official OTOKOMAE Instagram page for daily snaps of many of the Pitti entrants taken by us there.

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The charm of Pitti Uomo (2)Tradition since the 70's and the ability to transmit information that transcends trade fairs

Pitti Uomo, which began in 1972, is a trade fair that continues to attract an overwhelming number of visitors while remaining close to the tradition and history of the Italian fashion industry. A trade fair is a market where products are introduced and advertised, with the aim of stimulating demand and establishing mass transactions. On the other hand, Pitti Uomo, while including elements of a trade show, also has the aspect of “a place where the next year’s trends are presented to the world. Pitti Uomo’s appeal lies in its authority backed by tradition and history, and in its position as more than just a trade show. For this reason, in addition to OTOKOMAE, GQ, VOGUE, WWD, Hypebeast, and many other popular fashion media visit Pitti Uomo. The Pitti Uomo has a different theme each time, and new ideas and creative designs are presented according to the theme, so although the venue is the same each time, participants can always come away with a fresh perspective.

Editor Konno

The theme of the 106th Pitti Uomo was ” Lemons “.　The photo booths, pay phone booths, objets d’art, and exterior walls of the venue were all decorated in bright lemon yellow. Some of the visitors wore lemon-inspired clothing. The slightly festive atmosphere is one of the charms of Pitti.

AKA studio -collective

The appeal of the Pitti Uomo (3)A one-of-a-kind place for communication that is crying out for a revival

Although the Pitti Uomo had to be held remotely in June 2020 and the following January due to the pandemic, the event was successfully resumed in person in June 2021, and the previous energy can be felt again. While many events fade away in the wake of the Corona disaster, the fact that many in the industry continue to call for the return of the real exhibition is evidence of its prestige. If it were just a trade show, it might be possible to hold it remotely, but Pitti is a one-of-a-kind trade show that serves as a place for communication between people from various professions involved in the industry.

Editor Izumi

I visit Pitti and Milan every time I’m there to cover the show, and I think one of the attractions of Pitti is that it brings everyone together in one place, the Fortress of Basso. （Whenever I walk around the Fortezza Basso (although the runway shows and presentations are sometimes held outside of the Fortezza Basso), I am always reunited with people I have photographed and brand associates who have helped me out. Another attraction of Pitti is the well-chattered conversations that occur here and there, perhaps because everyone is less pressed for time for the show than in Milan. Whenever I see new collaborations and design ideas being born from casual conversations, I feel the underlying power of Pitti.

AKA studio -collective

The charm of Pitti Uomo (4)Catch the trend of slowly changing dress wear

Many people may feel that the so-called classic style, which mainly consists of suits, jackets and slacks, is not related to trends. It is true that the range of trend change is narrower and the speed is slower than other styles. However, there is a definite trend, and the Pitti Uomo is the place to see styles that reflect that trend.

Editor Tachibana

In the beginning, I was busy just taking snapshots at the venue, but as the event went on, I gradually began to compare them with past snapshots and interview them myself to get a sense of how the trends were changing. For example, what is easy to understand these days is pants. Not only in the casual style, but also in the suit, jacket & slacks style, pants are gradually becoming ” thicker ” and ” longer “. At the most recent Pitti Uomo, I saw more loose silhouette slacks than in previous years, with cushioning around the legs.

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