It’s Graphics Now!
Text & Photos: Laurent Gibiot
For its 81 edition, Pitti Uomo proposed It’s Graphic Now! The Words of the Future as main theme: a tribute to graphic design.
Today, more than ever, visual communications have the ability to transpose the present into symbols, shapes and feelings often even faster than fashion.
For the occasion, Pitti Uomo invited 14 young international graphic designers to express their view of the future through one word that they will translate into an image.
A really eclectic edition that presented many exclusives previews such as MCQ, the contemporary line by Alexander McQueen, or Jimmy Choo, both taking part in a fair for the very first time. It was the inauguration of a new area Make dedicated to the handmade, and the rediscovery of crafts, that are emerging as a response to the standardization of tastes. A selection of brands, working exclusive materials and products; showcased their take on tradition and skills. An interesting take on a comeback that is calling all the fashion world attention.
But as last time, we wanted to concentrate our attention on new emerging young brands.
In the New Beat(s) and My Factory areas, the distinctive feature is contemporary style, created to present the latest expressions of culture inspired by technology, music, art and design.
In one hand, New Beat(s) is the occasion of discovering premieres and debuts, in a space dedicated to new talents, that get just one time the chance to be part of it. It’s a true chance to get exposed to international buyers and press, and get an evident response to your work. From classic menswear, to footwear, we could appreciate different styles and propositions.
In the other hand, My Factory is the place to discover emerging fashion styles and some of the liveliest creative workshops in urban wear and sportswear. The layout was in complete connection with the main theme of Pitti Uomo, proposing an interesting patchwork of graphics and signs.
We also appreciated the special project Tokyo Fashion Week Italy, in cooperation with Tokyo Fashion Week, bringing some pretty interesting labels on the Japanese creative scene to Florence, in a colorful layout based on a tennis court.
And to close, we went to party in an impressive palace in Florence heart, with music provided by Kistune. Just one more occasion to celebrate fashion.
