Pitti Uomo 99 Will Be Virtual This Season

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FLORENCE, ITALY — Last April 2020, D.M. Fashion Book reported that Pitti Uomo was postponed due to the worldwide spread of the coronavirus (see it here).

It was just announced that Pitti Uomo 99 will continue its annual menswear trade show this month from January 12 to 14. This time, it will not be physically returning to Florence’s Fortezza da Basso, but instead, in an all-digital format.

Currently, still in a strict lockdown, Florence will be unable to host its usual 1,300 vendors at the Fortezza da Basso for this year’s event.

Pitti Uomo has made digital adjustments to include online appointments with vendors, as well as real-time livestreams of presentations, hoping to bridge the connection with buyers and consumers. Brunello Cucinelli is amongst the brands that have embraced the virtual format, opening the week with a livestream show. Claudio Marenzi is also expected to present his Herno FW 2021 collection via livestream.

As brands struggle to find an effective substitute for fashion shows and presentations, digital activations continue to be the new norm throughout the industry.

Those interested can check out Pitti Uomo for more information on this season’s trade show.

Photos Credit: Alessandro Lucioni / Gorunway.com

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.