News and Highlights
In January 2025, the winter edition of the 107th Pitti Uomo salons will ignite the season with a theme that sparks the fashion imagination. FIRE, representing creative and regenerative power, will be at the heart of the upcoming editions of Pitti Uomo, Pitti Bimbo, and Pitti Filati.
The event will take place from January 14–17, 2025, just around the corner. This evocative theme will influence every aspect of Pitti Immagine’s campaigns and setups, guided by creative director Angelo Figus and graphic editor Alessandro Gori. FIRE will be interpreted across the various salons, adapting to each event’s unique features.
Visitors will embark on an immersive visual journey curated by Alessandro Moradei at the Fortezza da Basso in Florence. Here, FIRE will not only serve as a theme but create an entire atmosphere capable of evoking deep, unexplored emotions.
FIRE: The Recognition of the Generative Power of a Primordial Element
For the 107th Pitti Uomo, fire symbolizes more than warmth and light; it represents inspiration and rebirth. According to Agostino Poletto, general director of Pitti Immagine, fire is a primordial force that “unites and warms bodies and souls, attracts attention, and signals direction. Fire is essential for creating wonder, inspiring, and forging new ideas, just like fashion. We will spark, ignite desires, and focus on solutions.”
Pitti Uomo will embody this transformative spirit by presenting an innovative vision, using fire as a symbol to renew and innovate.
A Universal Concept: Our Vision of Fire
The element of fire encompasses both the practical and the symbolic. Fire is both creative and destructive, uniting and disintegrating. It represents the origin of all things. Ancestral and modern, fire mirrors both everyday life and extraordinary moments. The theme of FIRE at Pitti Uomo will be explored as a collection of flames: some passionate and fleeting, others warm and regenerative, like embers that renew themselves without ever fading.
This duality will be reflected in the installations and campaigns of the 107th Pitti Uomo, offering a visionary and magical view of this familiar yet mysterious element. A striking digital bonfire will be installed at the heart of the Fortezza da Basso, with virtual flames coming to life through video and lettering, creating a hypnotic play of light and movement.
“I’m on FIRE” Campaign: Photography, Flames, and Emotion
The “I’m on FIRE” campaign for Pitti Uomo will be created by photographer Andrea Ariano of Doppia A Studio, who captures fire as a force that “warms the soul” and awakens the senses. The campaign images depict four men bathed in warm, fiery light, conveying a strong, sensual emotional message. Each photograph is designed to evoke the vitality and warmth of flames. The short animated clips also make these portraits seem to come alive, as if the fire itself were burning and moving.
Ariano, inspired by 90s visual codes and 2K aesthetics, brings fire to life with an intentionally imperfect approach, adding authenticity and materiality to his images. This effect is achieved through printed photographs, scanned and manually altered with simple materials, creating a visual impact that resonates deeply.
Setups at Fortezza da Basso: A Hypnotic Visual Experience
At the Fortezza da Basso, visitors will be immersed in a captivating digital bonfire. Flames will be recreated through video and lettering, creating a mesmerizing play of light and movement. This multisensory experience will be complemented by other scenic elements, such as the Lyceum installation, inspired by Mangiafuoco, a mythical symbol blending reality with fairy tales. This element will entertain and captivate both adults and children.
MM6 Maison Margiela and SETCHU: Guest Designers of Pitti Uomo 107
The 107th Pitti Uomo will be enriched by two guest designers presenting innovative and evocative proposals. MM6 Maison Margiela, known for its unconventional approach, will present a collection that blends deconstructed tailoring with independent character. Satoshi Kuwata’s brand SETCHU merges Japanese and Western culture, offering a wardrobe of timeless craftsmanship. His collection emphasizes eco-friendly and recycled materials, promoting sustainable luxury.
Knees Up Running Space: A Celebration of Lifestyle and Running
Within the I Go Out section, the Knees Up Running Space will combine running and style. This multifunctional space, in collaboration with London-based Knees Up, will host talks, courses, events, and a selection of emerging brands from the running world. Brands like Alex Zono, Kuta Distance L.AB, Nnormal, Portal, Raide Research, Soar, Tiempos™, and Unna will showcase running apparel and accessories that blend functionality, design, and style.
107th Pitti Uomo: Italian Menswear in 2024
In 2024, Italian menswear experienced contrasting trends. Exports grew by +2.7%, reaching 5.5 billion euros, while imports fell by -10.1%, dropping to 3.6 billion euros. France remains the primary market, with a significant rise of +11.1%, while Germany and the United States showed mixed results. On the import side, Bangladesh, China, and France saw notable declines, while Spain and the Netherlands recorded increases.
The apparel sector performed well, especially in leather clothing, which showed the highest growth (+8.9%). However, the tie segment declined (-6.1%). Despite global economic challenges, Italian menswear maintains a strong position in international markets, bolstered by growing demand in non-EU markets and strong performance in countries like Franceand the United States.
For more details, visit the official website of the 107th Pitti Immagine: https://uomo.pittimmagine.com/en
