Translated by
Nicola Mira
Apr 10, 2018
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Next Pitti Uomo to host Scandinavian menswear section in collaboration with Revolver show

Translated by
Nicola Mira
Apr 10, 2018

Last January, guest country Finland was a hit at menswear show Pitti Uomo, and the Florentine event is planning a Scandinavian fashion reprise for its next edition, hosting a dedicated a section called ‘Scandinavian Manifesto’. The project was set up in collaboration with Danish trade show Revolver, and it will provide a chance for a selection of Scandinavian labels, both established and emerging, to showcase their talent in a section hosted in the event’s Arena Strozzi pavilion.

Danish label mfpen by Sigurd Bank is one of those selected to show at the ‘Scandinavian Manifesto’ section - Pitti Immagine

The Pitti Uomo-Revolver partnership which starts next June is planned to last for three seasons. This season, it will allow 15 Scandinavian menswear labels to showcase their collections within a genuinely Nordic atmosphere, since the section will also feature “iconic contemporary design brands from the furniture, art and food sectors,” as the Italian show’s organiser stated in a press release. Danish label mfpen by Sigurd Bank is among those selected, and the complete list will be confirmed at a later stage.

The collaboration marks another step in the internationalisation drive of the Revolver Copenhagen Int. Fashion Trade Show, keen to promote Scandinavian creativity, notably in Italy. In recent seasons, the Danish trade show partnered with Milan-based fashion innovation event White Milano. The collaboration with Pitti Uomo will now give Revolver access to one of Italy’s major fashion shows, as emphasised by the founder and Creative Director of the Danish event, Christian Maibom.

“We are proud to have been chosen by Pitti Immagine to set up this collaborative project. Pitti Uomo is a leading platform for men’s fashion, and we believe that ‘Scandinavian Manifesto’ is a unique opportunity for our brands to showcase the best that contemporary Scandinavian menswear is able to offer.”

The ‘P.O.P.’ (Pitti Optical Power) theme will be the common thread running through the Florentine shows this season - Pitti Immagine

Pitti Uomo’s 94th edition has also chosen its new seasonal theme, one which will also feature at all the other Pitti Immagine events: it is ‘P.O.P. Pitti Optical Power’.

Pitti Uomo 94 will be a “visual and virtual feast” of optical geometric patterns, in the setting designed by Sergio Colantuoni, who for the last few seasons has been in charge of the look of the Pitti Immagine shows.

With this new, highly dynamic theme, which will premiere  at the next Pitti Uomo, scheduled on 12th-15th June, the organisers want to “explore new horizons in perception and perspective.”

Pitti Uomo has instead cancelled the planned exhibition in collaboration with Stefano Pilati, "Evolution - Involution - Revolution", covering 30 years of men’s fashion, due to the designer’s “prior commitments.” However, the show stated in a press release that it will not drop the project for the exhibition, which will be “postponed to the summer 2019, with a different focus and another curator.” In the meantime, an exhibition on the theme of fashion and football will be featured next June.

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