- Huw Hughes
Organisers of leading Italian menswear trade show Pitti Uomo have
confirmed the physical event will return to the Fortezza da Basso in
Florence from 12 to 14 January 2021.
It comes after organisers were forced to cancel the physical event this
summer due to Covid-19, instead launching a digital iteration through its
Pitti Connect platform.
But now organisers have confirmed the event will return for three
days in January, a shorter duration than previous shows but with longer
opening times during the day (Tuesdays and Wednesdays from 9:00 to 19:00
and Thursdays from 9:00 to 18:00).
It will be a “special and significant edition”, organisers said, and
comes as the fashion industry in Europe cautiously takes its first steps
back to normality, with recent Milan, Paris and London fashion weeks
staging their first physical shows since the outbreak of Covid-19.
“We look forward to writing the future of exhibition activities with
intact creative drive and design ambition,” Pitti Immagine CEO Raffaello
Napoleone said in a statement. “In continuity with our style and way of
working, consistent with the international leadership we have earned.
Creating a physical salon that respects the new rules and protects
everyone’s health is our main goal, as well as the essential prerequisite
for returning to normality.”
The event will also feature an extensive list of new safety measures,
including sanitisation stations across the trade show, thermoscanners at entrances, and
strict social distancing rules.
“The decision stems from the awareness of the delicate transition phase
we are experiencing,” commented Pitti Immagine general manager Agostino
Poletto. “We have studied the flow of buyers in recent editions and have
chosen to combine the cut on Friday with the extension of the hours from
Tuesday to Thursday: the final result, in fact, is only three hours less
opening and a more efficient concentration of everyone’s work.”
Photo credit: Pitti Immagine