Florence Fashion city: Pitti Immagine

In addition to being a city of art, Florence is also a city of fashion, as evidenced by the presence of numerous museums dedicated to fashion and costume, such as the Costume Gallery at Palazzo Pitti, the Roberto Capucci Foundation Museum at Villa Bardini, the Ferragamo and the Gucci Museum, as well as major ateliers and some of the most important events in the panorama of Italian fashion such as those of Pitti Immagine.
Every year, for four days in January and as many in June, Florence becomes the capital of men's fashion, attracting the attention of sector operators from all over the world, with fashion shows and collateral events all over the city. For more than 60 years now, Pitti Uomo has been one of the most important Italian fairs in the world of men's fashion.

It all began with Giovanni Battista Giorgini, descendant of a noble family from Lucca and a great businessman who immediately saw the potential of Italian fashion, then still unknown to the world. Indeed, it was French fashion that kept the industry going, and the ateliers of non-French designers all opened in Paris.
Giorgini, however, decided to bet on Italian fashion by organizing the "First Italian High Fashion Show" in Florence, at his private residence in Villa Torrigiani. The fashion show was held on February 12, 1951 with journalist guests and six important American buyers who had come especially from Paris.
The Italian style was new and far from the French trends of the time and it left its mark, so much so that the event was repeated and had to be moved to Palazzo Pitti. The location of Palazzo Strozzi was also added later on because the demand for participation had risen.

The official birth of Pitti Uomo, as we know it today, dates back to 1972, year in which the event became entirely dedicated to menswear. However the fair of style did not remain exclusive to men's fashion for long, because over the years it was flanked by other events dedicated to specific sectors: Pitti Bimbo for children's fashion, Pitti Filati for fabrics and also different sectors such as Pitti Fragranze for perfumes and Pitti Taste for food.
The location of Pitti Uomo was moved in 1982 to the Fortezza da Basso, which is still today the official venue, and since then the event has become a real fair dedicated to industry professionals and insiders, with stands of boutiques, distributors and suppliers.

As if this weren't enough, the fair includes special events scattered in the most fascinating locations of the city. Among the most unforgettable events we can mention the VB53 performance by Vanessa Beecroft in 2004 at the Giardino dell'Orticultura, which saw models posing naked on a mound of dirth inside the Tepidarium del Roster, or the time Ponte Vecchio became extraordinary runway for the 2006 fashion show by Roberto Cavalli with the participation of the top model Naomi Campbell, or the spectacular fashion show by Ermanno Scervino that took place inside the Salone dei Cinquecento in 2013.
All this contributed to making the Florentine kermesse one of the most awaited fashion events of the year.