Pitti Uomo kicks off on January 12 in Florence with over 700 brands
“I would no longer speak of a crisis, rather a challenge. In recent years, we have become very accustomed to being tested as entrepreneurs and having to quickly adapt our strategies. Every market must certainly be approached differently, because the consumer is different. All of this, however, without ever losing the brand's DNA, which is fundamental to being successful.” This is the recipe for remaining competitive from Antonio De Matteis, chief executive officer (CEO) of Neapolitan fashion group Kiton and president of Pitti Immagine. De Matteis shared his insights this morning in Milan during the presentation of the upcoming 111th edition of Pitti Uomo. The event is scheduled from January 12 to 15 at the Fortezza da Basso in Florence.
Pitti goes wild! is theme chosen for this winter edition
Organisers explained today that the new edition is more focused than ever on regions that represent an interesting outlet for Made in Italy menswear brands and international labels.
Pitti goes wild! is the theme chosen for this winter edition. The invitation is to break the mould, overcome clichés and celebrate the courage of self-expression.
“At a time like this, when the market and consumer attitudes are evolving—and not always progressively due to numerous geopolitical tensions—Pitti Uomo represents a central moment. It is fundamental for interpreting signals and trends, and for understanding where we are going and at what speed,” announced Ivano Cauli, CEO of Pitti Immagine.
Featuring over 700 international brands, Pitti Uomo is preparing to open the autumn/winter 2027 season in Florence. This positions the trade fair platform at the centre of global menswear distribution dynamics, bridging mature markets and new consumer regions.
The edition is supported by the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency (ITA).
The agreement guarantees the presence in Florence of a qualified network of buyers representing major global department stores and multi-brand retailers. Confirmed attendees include retailers such as Saks Global (US), Harrods and Selfridges (UK), Le Bon Marché and Galeries Lafayette (France), KaDeWe (Germany), Isetan Mitsukoshi (Japan) and SKP (China), alongside the national network coordinated in collaboration with Camera Buyer Italia.
Special events calendar stars British fashion house Dunhill
The special events calendar stars British fashion house Dunhill, part of the Richemont group portfolio and led by creative director Simon Holloway, scheduled for January 14 with a presentation at Palazzo Corsini. The previous day, January 13, the Marino Marini Museum will host the runway show of independent Indian brand Kartik Research, founded by Kartik Kumra.
Participants include PVH Corporation (PVH), which has confirmed its presence with dedicated installations for Tommy Hilfiger and Calvin Klein, the latter located in the Sala delle Colonne. Chinese group Raxxy will present the outerwear installation Geometric Sculptures in the Sala della Scherma, while textile manufacturer Consinee Group will debut the project Per una selva oscura, curated by Gianluca Cantaro and Patrick Carroll.
Fourth edition of Code Korea project and sixth edition of China Wave kick off
Expansion into foreign markets is structured through targeted institutional partnerships. These include the launch of the fourth edition of the Code Korea project, created with the Korea Creative Content Agency (KOCCA), and the sixth edition of China Wave, in collaboration with the China National Garment Association.
Pitti Immagine, Cauli emphasised, “has signed a multi-year partnership with intelligence platform Goos Index, aimed at providing exhibitors and buyers with operational tools for supply chain traceability and sustainable management”. On the scouting front, the partnership with International Talent Support (ITS) awards the winner of the industry prize direct participation in Pitti Uomo 112, scheduled for June.
The Fortezza da Basso will host the launch of the 50th-anniversary celebrations for the yarn trade show Pitti Filati (with its 100th edition set for January 20 to 22) through the installation The Thread as the Labyrinth, curated by Edward Buchanan.
Within the Futuro Maschile area, a new exhibition module titled A New Wardrobe will make its debut. Designed by studio Archivio Personale, it focuses on contemporary labels such as footwear brand Martin Sallières, alongside the return of the “Hi Beauty” space dedicated to niche perfumery.
WP Lavori in Corso also at trade fair with collections from Barbour, Baracuta and Blundstone
WP Lavori in Corso will also attend the trade fair, participating in the event with new collections from six brands in its portfolio: Barbour, Baracuta, Blundstone, B.D. Baggies, Filson and Universal Overall.
Belstaff, Save the Duck, Rag & Bone, Gant, Sebago, Subu, Aubin & Wills, Norse Projects, Mille885 and Guidi&Rosellini are just a few of the other brands presenting in Florence.