PITTI: A MAN'S WORLD

Over 750 labels have presented the menswear collections in Florence this year at the 61st edition of Pitti Immagine Uomo , a trade fair dedicated to the new lines destined for Fall/Winter 2002-3. As in previous year's, the event took place in the exhibition area Fortezza da Basso, housing the collections of 664 manufacturers representing 757 brands, 257 of which are foreign (mostly English, American, German and French). There were 80 new entries this year, and 11 who have returned after a long absence, including the youth-oriented Levi's brand, unveiling its international "Red" project. The diverse sectors of the fair covered the gamut of the all menswear has to offer, from the classics to the avant-guard to sportswear all at demonstrating the peak of quality. Each year brings on a new round of ideas and curiosities. Among some of the wilder innovations presented at this year's event was a balsamic scarf impregnated with herbal essences which continues to clear resistor passages even after numerous washings!

The garments proposed at the 61st edition of Pitti Immagine Uomo are dedicated to a man who can be sweet as well as romantic. Inspired by English elegance, the jackets reflects a more fluid masculine line, thanks to soft, natural fabrics such as velvet and tweed. There is a marked return to double-breasted coats, discretion at first glance giving way to luxurious linings of mink and chinchilla.
The show's favorite is undoubtedly the Florentine Roberto Cavalli, celebrated here and there throughout the event: it is the inauguration of his collection inspired by the "dandy" which is set in the great hall of the the splendid Salone dei Cinquecento in the Palazzo Vecchio; the Museo degli Argenti in Plazzo Pitti opened its doors to the event with an exhibition saluting the designer's 20-year career, while the man himself is opening a brand new boutique in the city's historic center.

The event was budgeted at 8.263.000 euro, a jump of 20% over the previous year. A number of new initiatives have climbed on board, addressing the markets traditionally targeted by Made in Italy exports, expanding the present offering to include home decorating accessories and food products. In keeping with this line of thinking, a significant project has been developed: in May of this year, Hearst Publications is to circulate one million copies, to a targeted readership, of "Italia Life in I style", a magazine dedicated to the promotion of Made in Italy. Hearst is participating not only as publishing body in the project, but as a financial partner as well.

That exports are taking on more and more importance is evidenced by the fact that Italy shipped over +35% of its exports to the Land of the Rising Sun in 2001, including cars and food products as well as fashion. Promotional activities aimed at the Japanese market include an exhibition by Roberto Capucci in Tokyo, scheduled to run through May 2002.