Pitti Immagine: Fashion in Florence, from past to present

During these days, Florence is the vital center for fashion and international creativity. In fact, Pitti Immagine devotes the week from 12th to 16th June to fashion, to artistic and cultural events. It is a global event, with introduction of new brands, tendencies, famous brands, fabrics and kids fashion.


A great tradition lives at the Fortezza da Basso, where the various expositions take place, once an imposing military building, built following the project of Antonio da Sangallo the young. Currently, it is the exposition location for Pitti Immagine, while during the year various manifestations take place here. The event is split into two appointments dedicated to fashion, one in June and the other in December. The event is one of major call for international buyers and trendsetters, always maintaining a balance between innovation and artisan classical style, excellence in the fabrics and more avant-garde creations.


Pitti Immagine has an impressive history. We must go back in time, with a time machine and arrive to the 50’s, when Italy was starting to raise again economically after the tragic events of the Second World War. Paris was haute couture’s unchallenged capital, names such as Dior, Lanvin, Nina Ricci and Patou were calling the entire jet set to the famous runway shows and fashions that have signed a period were being imposed. For example we can remember Dior’s new look with the wide skirts or Nina Ricci’s silks.


Florence had its excellences and a patronage for beauty without equals. Giambattista Giorgini, an aristocrat from birth but also in style, set the beginning of Pitti Immagine, when, thanks to his foresight, he organized in 1952 two runway shows, one in the winter and one in the spring. These were the first runway shows in Italy. The events took place in the famous White Hall in Palazzo Pitti. All the big names in Italian fashion were present, and many took this chance to make themselves known, as for example the inimitable Emilio Pucci with his creations that recalled in its colors the sea and the Island of Capri.


The runways shows made history and largely contribute to the diffusion of what was then called the Italian Style. The success of the event led to the birth of the Centro di Firenze per la moda italiana (Florence center for Italian fashion), which, through the course of the decades, has been consolidated into a Holding that manages the numerous manifestations that characterize Pitti Immagine. Florence is the right place at the right time. The artistic beauty, the exceptional history of this city, which is loved all over the world. The fact that the city is well known and appreciated make of it the perfect frame for this special initiative. The 80’s and 90’s establish Pitti Immagine’s success with icons from the world of style, such as Armani, Versace, Krizia, and the innovative Enrico Coveri, originally from Prato, who excited Florence greatly, with his will for life and for amazing others, which also characterized the brief 80-90 decade.


In the following years, until today, Pitti Immagine has enriched itself of new experiences, presenting during the various occasions, important exhibits, which always have fashion as the main subject. Furthermore, Pitti Immagine has broadened its horizons, anticipating times with Pitti Immagine Discovery, Polimoda’s creation, a formation and development center for young people who want to be part of the fashion and design world. Moreover, with Pitti Fragranze, which collects the most prestigious brands for extraxts and perfumes of the great artisan tradition. In 2012, for example, President Kennedy’s favorite eau de toilette, Eight and Bob, was presented here, or the Bar à parfums creating their own perfume, unique and personal like your personality. After many volatile perfumes, we could not forget to mention the section dedicated to food and wine, which is called Taste.


Very briefly, this is the history, and today, from 12th to 16th June in the various locations great events are alternated, where I will highlight a few of them. Secret Florence encloses suggestive experiences as for example Tempo Reale: Percorso Silenzio (Real Time: Silence Path), a journey towards an acoustic discovery of Santa Croce. Moreover, Indian Move at the Cinema La Compagnia in Via Cavour 50R, which presents the show of the Indian choreographer Jayachandran Palazhy, all based on Indian culture.


The most awaited show is the return of Lindsay Kemp, a true myth. An eclectic artist, dancer and mime. Since the 70’s he has been touring with his Company bringing innovative shows, of which I remember The Rise and Fall of Ziggy Stardust and The Spiders on Mars, with his pupil David Bowie. This icon of both dancing and theatre, in Piazza Santa Maria Novella, will interpret Kabuki, with costumes ideated by the students of the Istituto Europeo del Design (European Design Institute), who have participated to a workshop with the artist himself.


Many other shows await for you. Therefore, the advice is to immerge yourself into the world of Pitti Immagine by consulting the website by its name Pitti Immagine giugno 2017.

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