MILAN — As the next editions of the Pitti Immagine event line-up draw closer, the trade show operator unveils its winter 2023 theme, simply called “Pittiway”, which hinges on responses to the global uncertainties looming over fashion and society in general.
“[The theme] it underlines the many possible options we need to consider in order to break out of the complicated global impasse,” said Agostino Poletto, CEO of Pitti Immagine. “In this difficult, but also creative, innovative and different time, the Pitti Immagine shows will be a compass that defines new directions, conceives possible paths and considers possible options to restart,” he added.
“There is a great need to orient oneself and take routes and there are so many different and often divergent paths, but we see this as a source of strength and energy rather than weakness,” said Poletto, highlighting how Pitti Immagine’s ambition is to represent the fashion landscape, including its convergence with other fields such as design.
Pitti Immagine operates the leading menswear trade show Pitti Uomo, scheduled from January 10-13, as well as Pitti Bimbo and Pitti Filati, dedicated to children’s wear and yarn manufacturers, from January 18-20 and January 25-27. January, respectively.
Pitti Uomo, in particular, has outpaced the evolution of menswear over the years and is seen as a benchmark for product and commercial trends.
The show is taking the theme literally, mounting road signs, interactive kiosks and LED lighting at the Fortezza da Basso venue in January to convey the idea of menswear at the crossroads of digital and real life, craft and technology, genderless fashion and sartorial elegance. .
As part of the communication project envisioned by creative director Angelo Figus, the campaign for the men’s fashion fair is presented in video format, unlike previous editions defined by images. The video was directed by Leonardo Corallini, with dancer and model Giampaolo Gobbi strolling and dancing inside a light-filled industrial space to a custom-developed soundtrack by composer Elvio Seta, also known as Neuf Voix.
Gobbi wears four identical solid ensembles in black, red, blue and gray dyed by denim veteran and fabric treatment specialist Maurizio Brocchetto.
“Creating this theme was a reflection on the unusual moment we are all experiencing, also in fashion. I am interested in the human path, and the changing rooms that have a deep connection with this historical moment. Deciding how to dress means taking a direction,” said Figus.
Videos revolving around the same concept were created for Pitti Bimbo and Pitti Filati. The latter was developed highlighting the artworks of Edoardo Tresoldi, the Italian sculptor known for creating wire mesh architectural installations.
As reported, in the run-up to the 103rd Pitti Uomo, the trade show has already made some announcements about the upcoming edition, after the June event suggested business was back in full force after some events interrupted by the pandemic and only digital. editions.
Pitti Uomo named Martine Rose its guest designer and revealed last week that Jan-Jan Van Essche, based in Antwerp, Belgium, will also present his fall 2023 collection at the fair as a designer project for the next edition.
Pitti Immagine is expected to reveal its full agenda with a press lunch in New York on Thursday and a press conference in Milan on Tuesday.