Pitti shows return in physical format

Knitclub at Pitti Filati 86. © Pitti Immagine.
Knitclub at Pitti Filati 86. © Pitti Immagine.

Following the Italian government’s recent decision to authorize the holding of international trade fairs in a physical form, from the middle of June 2021, Pitti Immagine has announced the dates and venues for this summer’s shows, which will be held in physical format.

Details of the shows are as follows:

Pitti Immagine Filati, 28 – 30 June 2021, Stazione Leopolda, Florence

Pitti Immagine Uomo, 30 June – 2 July 2021, Fortezza da Basso, Florence

Pitti Immagine Bimbo, 30 June – 2 July 2021, Fortezza da Basso, Florence

Fragranze, 17-19 September 2021, Stazione Leopolda, Florence

Being the first to return to the physical fair format, we are aware of our responsibility towards the entire fashion sector and the institutions (Italian Government, ITA Italian Trade Agency, Florence City Council, Tuscany Region, entrepreneurial associations) that have shown great confidence in and consideration for our work,” Claudio Marenzi, President of  Pitti Immagine said.

“It is for this reason that our whole company structure is working non-stop to organize the fairs with the maximum possible participation of exhibitors, buyers and journalists. We aim to meet the Pitti standard in terms of the quality and the energy as well as the expectations of the companies and, thinking in particular of Pitti Uomo, it will be a 100th edition characterised by positivity and pride.”

“The new fair dates are also the result of in-depth discussions with international organizations involved in big fashion events and, in particular, with the Italian system, including textile product fairs, in order to avoid overlapping and to build a calendar with a market-oriented rationale,” added Pitti Immagine’s Raffaello Napoleone.

“We confirm that Pitti Uomo will be reduced from four to three days in order for exhibitors to be able to optimize their time and costs, offering them quality layout solutions at reasonable prices.”

“The focus we will be on the Fortezza da Basso for the program of events as well, where the exhibitors themselves will be the protagonists, in addition to a selection of special projects dedicated to fashion research, new generations and the topic of sustainability. With regard to Filati, we can confirm the Stazione Leopolda as the venue which is very well-suited to an innovative layout on a functional, aesthetic and sustainable level, the right combination for an extraordinary period from all points of view.”

Agostino Poletto, Director General, commented: “The principles guiding the entire organization are safety, rationalization and integration. All the operators request, first and foremost, guarantees about safety and on this point, I can assure you that we are already prepared. We are coordinating with the public entities (City Council, Regional Government, Ministries) and the private entities (carriers, airports, railroad stations, hotels, businesses etc.) involved in general fair activities in order to monitor and manage each stage of the process, from the journey to the arrival in the city, from the access to the exhibition venues to the itinerary through the pavilions to using the various services.”

“This rationalization concerns, for example, the decision to hold Uomo and Bimbo on the same days at the Fortezza which we believe can gain advantages from being held concomitantly. The shift forward, between the end of June and the beginning of July, of the dates of the fashion shows, which is essential to give companies time to recalibrate their plans and gain an additional two weeks for the stabilization of the health situation, then made it necessary to revise the timing of Taste: in the coming days we will announce the new dates.”

“But, above all, I would like to highlight that the whole summer cycle will be characterized by a strong integration between the physical and digital format, attempting to maximize all the opportunities in terms of the breadth and depth of the service offered by them both. The commercial and editorial work carried out over the last year on our online platform Pitti Connect has given excellent results and we want to continue along this path: the digital part will appear in advance with respect to the physical element and will stay open all summer.”


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