Reportage: Pitti Uomo In the Box

The first 2019 edition of Pitti opens with the claim “Are you” IN “or” OUT “of the Box?”

The theme of the 95th edition is indeed the “surprise box”, imagining the exhibition areas as containers of ideas and innovation.
The set design, curated by the life-styler Sergio Colantuoni, is conceived as “boxes” to be discovered by visitors, who can enjoy opportunities to relax, debates and sharing visions on the future evolution of fashion, as well as for shooting or to take some selfies.

As usual, influencers and celebrities have been on the background of the event, which confirms its relevance as global headquarters for fashion and lifestyle.

Innovation, research, sustainability but also heritage and storitelling, are still key ingredients of most collections. The 80s and 90s vibes are still strong in streetwear and outdoor collections, together with the relaunch of some iconic brands that have been protagonists of the past decades, such as Fila, Diadora, Champion, Timberland and Best Company. Most of them reworked their style through collaboration with contemporary brands, for a more actual look, some examples: Timberland x Raeburn, Rossignol x Philippe Model capsule, FILA Fjord project or the high-tech outerwear capsules created by the Japanese designer Ono for Best Company.

Some remarkable capsule collections and collaborations also on licensing side, where classic characters seems to be the most appreciated by fashion brands, Alessandro Enriques this time has partnered with Pink Panther, Le Pandorine with Betty Boop, Bricktown with Nintendo, Faliero Sarti with Diabolik, Sicem International with a wide range of properties, from celebrities to movies, and Eleven Paris took some space inspiration from Nasa, but our favorite project is definitely the Bogart by Borsalino.

If want to learn more about trends and collaboration our gallery is what you are looking for!


About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...