Pitti Uomo opens with 770 brands, international guests

(ANSA) - ROME, JAN 14 - The 107th edition of Florence's international menswear trade fair Pitti Uomo opened on Tuesday with two international guests - Japanese designer Satoshi Kuwata debuting the Setchu brand and Mm6 Maison Margiela - and 770 brands under a theme aimed at lighting up men's fashion world - fire.
    About 45% of the brands showcasing collections at this edition of the fair are foreign, organizers said.
    Italy's leading menswear trade fair, which runs until January 17 inside the Tuscan city's walled fortress Fortezza da Basso, was inaugurated by Business and Made in Italy Minister Adolfo Urso.
    With a dense agenda of shows and events to showcase fall-winter 2025/26 men's wear collections, this edition of the fair vies to focus on innovation in a bid to shake up sales which have dropped in 2024.
    Italian-made menswear sales last year dropped by 3.6%, or 11.4 billion euros, according to estimates released by the fashion chapter of business association Confindustria on the eve of Pitti Uomo.
    "Fashion is experiencing a complex transition phase", commented Raffaello Napoleone, CEO of Pitti Immagine, explaining that the organization focused on a mix of different products and styles and on international exhibitors.
    "We decided to devote special attention to the culture of running", with a dedicated area, and a special space "reserved to international collaborations", he said.
    The renaissance city's ancient fortress will showcase collections divided into five sections, from classic styles celebrating timeless and refines sartorial excellence to avant-garde fashion.
    Key events will include the fashion shows of Mm6 Maison Margiela on Wednesday and Setchu's debut on Thursday.
    Special sections will be devoted to contemporary Chinese, Scandinavian and French fashion as well as to Japanese leatherwear, an area created with the Japanese economy, trade and industry ministry. (ANSA).