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.
Last spring’s Pitti Uomo saw a postponement due to the increase in COVID-19 cases in Italy, and unfortunately, the situation has not improved enough for a physical debut in January. 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.