Eyewear goes to Florence
The leading international platform for men's fashion and accessories collections and for launching new projects on men's fashion oepns the year with a space dedicated to eyewear, aptly dubbed Eye Pop. The Fortezza da Basso in Florence will welcome Pitti Uomo as it does every year. The indisputable leader in men’s fashion, the theme will be “Pitti Generation(s)", interpreting the simultaneity of many different generations in fashion and contemporary styles. “Pitti Generation(s) is the leitmotif of the salons in January - declared Agostino Poletto, Vice-Director Generale of Pitti Immagine – and will address the simultaneity of many different generations in the fashion and styles of today. The speed of the contemporary compresses and mixes personal and generational time, between nostalgic reflections and experimentations, in a global breaking down of borders. Hence Pitti Generation(s) will narrate ironically and light-heartedly narrate an epoch when age became more and more a mental attitude rather than a question of dates, with mature men in jeans and t-shirts and young men with Victorian beards and a passion for vintage.” As always, Pitti will host two Guest Designers: For men there will be the Korean Juun.J. Il, who will present, for the first time in Florence his men’s collection with a one-of-a-kind event, while for women we will instead have the very Italian Marco De Vincenzo. This edition will also see the return of Eye Pop, the space dedicated to eyewear created by Pitti Immagine in collaboration with Mido. This year it will change location, moving to the ground floor of the Central Pavilion and will feature a selection of companies strongly oriented toward creativity and innovation. Hence a proposal conceived to meet the needs of the more sophisticated buyers, but also of eyewear companies in search of new creative synergies. All this will be set in a stand designed by Alessandro Moradei. “Eye-Pop is a project born originally as a synergy between two shows, both of which are leaders in their respective markets, that meet to develop shared project,” stated Raffaello Napoleone, CEO of Pitti Immagine. “A specific area on research eyewear like Eye-Pop represents the possibility to expand the offerings in the stores of our buyers, with products that are always more sophisticated and oriented toward today's lifestyles. On the other hand, for the same companies, it is a creative networking opportunity between the world of fashion and that of eyewear, to develop collaborations and for the launch of capsule collections, that meet an increasingly advanced marketing strategy.” “This initiative if part of the activities that MIDO promotes during the year, accompanying some exhibiting companies in contexts other than their own trade events, to make new contacts among the international media and more sophisticated public,” - concluded Cirillo Marcolin, President of MIDO. So save the date for Florence, from the 12th – 15th of January.
