#2457 The cult of Pitti Uomo

A cool dude at Pitti Uomo. Photo: Melodie Jeng

“In terms of media, London’s winning the war,” says Godfrey Deeny, fashion editor-at-large of Le Figaro. “In terms of buyers, it’s losing. How many buyers were in London? Let’s say 200, maybe less. There are thousands here. You do the math.”

“Pitti has become its own brand,” says Eric Jennings, vice president and fashion director of men’s, home and gifts at Saks Fifth Avenue. “It’s become bigger than a trade show, it’s like a cultural phenomenon.”

“There’s better content for me here,” says Tommy Ton. “I love shooting London, but I choose Pitti because I’m not going to see anybody here that I would see in London or Paris. It’s dressing 101 for menswear. That’s why even Kanye came here once. There’s so much you can take away from this experience.”

Check out my article about the continued relevance of Pitti Uomo up now on The Business of Fashion!


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  1. GBannis says

    Pitti Uomo has been around for over forty years and has far more exhibitors so it’s no surprise that more buyers go there, etc.

    What struck me is their opening show, Diesel Black. Really?! Gilles Denis chose his words well.

    BTW, the Pitti look seems an European and New York thing. It may but it hasn’t yet reached the west coast. Here we may still pity the Pitti for seeming a bit of a fashion victim. Hipster is the way to go out west, and yes you may pity them a little too.

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