Pitti Immagine: the new Fashion District

"It is here in Florence - the managing director Raffaello Napoleone declares - that business converses with creativeness, that the most careful buyers in the whole world, those who dictate rules and trends, come to look for both consolidated names and totally new brands. Pitti Menswear is all this: from the great names in Italian and international fashion to the contemporary mix of the new fashion district inside the Fortress, passing from the emergent talents of the New Beat(s) to the luxury collections in the Pitti Rooms. The event also becomes a laboratory where one can consider the concept of a fair and project it into the future, like the project that we have started together with the MIT in Boston. But the importance of Pitti Menswear now goes beyond men’s fashion: proof of this can be seen in the case of Diesel, who chooses Florence as the place to present its global lifestyle in a most spectacular manner and the great novelty of Scervino at the eve of the event, with its first woman’s collection."