What’s Fashion About?”

"What’s Fashion About?” is the title of the 77th Pitti Uomo [Pitti for Men] Fashion Show which is taking place at the Fortezza da Basso in Florence until 15th January. This is the event that opens the international fashion fair season every year and exhibitors from all segments of the fashion industry participate, including textile manufacturers, garment makers, textile machinery and technology manufacturers, embroidery companies, makers of trimmings and accessories and even laundries. In all 730 exhibitors and 905 brands are participating.

The organisers say that, because of the recession, all fashion houses have been rethinking their strategies and Pitti have reflected this by breaking with tradition in the design of this year’s exhibition space. Spanish designer and architect Patricia Urquiola has revolutionised the design of the main pavilion and, on the lower floor, she has created a “fashion district”. Here the exhibitors’ stands are smaller than in previous years so that there is more space between them to encourage people to stop and talk. “Give up a little of your space so that there is room for all” is the message.

Exhibitors hope that the autumn-winter 2010 – 11 collections will mark a turning point for the industry as it comes out of recession but everything depends on the army of international buyers – 22,000 of them attended the last winter fair - who can make or break a brand. The upturn in the industry’s fortunes is expected to begin with the export market which decreased by 19.6% last year. The fashion companies particularly hope to be able to export their goods to the USA.

Yesterday Lars Nilsson showed elegant outdoor wear for men along with brightly patterned scarves. The waistcoat is definitely back in his suits and evening jackets featured a Bogey cut. Japanese designer Jun Takashaki showed in Italy for the first time in the setting of the Boboli Gardens in the evening. Corleani are showing at the Pitti for the first time. Pitti_W Woman Precollections are showing simultaneously at the Dogana. These are collection previews taking place in an exhibition space designed by Oliviero Baldini.