PITTI UOMO 94: FASHION BEGINS HERE!

Pitti Immagine Uomo, the premier international trade fair dedicated to menswear and contemporary lifestyles, will be held in Florence from 12 to 15 June 2018. The always-evolving event is ready to anticipate and represent the latest fashion movements via a vast range of projects. This edition boasts 1,240 brands, 561 of which hail from abroad (45%), and is a curated geography of spaces focusing on venues that emphasize research in today’s menswear and that are heavily geared towards the future of fashion. There are projects that interpret the outdoor universe in an original way, redefining lifestyle concepts linked to athleisure and giving space to Makers from all over the world. There is the new wave of talent from Northern Europe and the creative scene from Eastern Europe, forward-looking styles marked by cutting-edge design. And one must not overlook the excellence of the new classic labels and brands relaunching modern sportswear. All this is combined with the unique hospitality provided by Pitti Immagine.

MOOD

Stripes move, sway and cross again and again. P.O.P Pitti Optical Power will be a visual and virtual spectacle that elicits new horizons of perception and perspectives on reality. No black and white austerity in Fortezza da Basso but rather a kaleidoscope of full colour patterns to make living interiors playful and hypnotic. All this in a set design conceived and curated by life-styler Sergio Colantuoni.

A masterful combination of direction and motion graphics to the rhythm of Electropop, the new digital art project tied to the advertising campaign of the shows.

Creative concept and production: Lateral Creative Hub

Motion Graphics: Ditroit

Direction: Diego Diaz

Music: Alessandro Branca for Human Touch Music.

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