21 - 23 February 2021
The winter editions of the Pitti Immagine Uomo and Pitti Immagine Bimbo fairs have been moved to 21-23 February 2021
Edition 92
In Florence, three extraordinary days of fairs, special events, installations and live digital features
On Tuesday 17 November 2020, an extraordinary meeting of the Board of Directors of Pitti Immagine was held by video conference, chaired by Claudio Marenzi, in order to discuss the dates of the next editions of the Uomo and Bimbo fairs. 

Considering the current status of the health emergency in Italy and around the world and the containment measures consequently adopted by the Italian Government, the BoD discussed and approved the idea of moving the two fairs to 21-23 February 2021, concentrating the activities and special events along the Fortezza da Basso-Stazione Leopolda axis.

“Following the latest Prime Ministerial order extending the suspension of international trade fairs until 3rd December ” says Claudio Marenzi “ we began to reflect on the real possibility of organizing the fairs starting from 12 January, the date set for Uomo, concluding that the margin of time available was truly meager and the situation still too uncertain.  We had also received a lot of requests from exhibitors and buyers who, reiterating the need to return to a quality physical event, asked for more time to present the collections and organize their presence in Florence. Basically: in the face of these requests directed towards ourselves as well as the market, we decided to postpone the start of the cycle by five weeks and come up with an innovative formula for the ensemble of fairs in the hope and belief that, in the meantime, the conditions and authorizations for holding fair events would have been restored”. 

“In order to identify the new dates and plan a rendezvous that would be capable of coping with the exceptional phase we are going through ”continues Marenzi “ we followed three criteria: the fairs should be held in a useful period for the sales campaigns; the identity of each fair should be preserved and, at the same time, it should give a strong system signal with regard to both the production-commercial chain which represents a specific value of Italian fashion, as well as the Italian calendar of fashion presentations (resulting in the decision to take the three days prior to the opening of the Camera della Moda fashion week in Milan). We were thus certain that we would also receive the strong approval of national institutions like MAECI and ICE (the Italian Foreign Trade Promotion and Internationalization Agency) – which have guaranteed their significant support, as well as local institutions”.

“We are aware that by around the third week of February the sales campaigns of the collections will already be at an advanced stage ”points out Raffaello Napoleone, CEO of Pitti Immagine“ but we know that there will still be good portfolio margins for buyers, especially all those who feel the need to have a precise, physical contact with stylish products of high manufacturing value.  And that’s not all: we will be opening the Connect digital platform to exhibitors well in advance.  We have been working very hard on this platform over the last few months in order to boost the collection of orders and expand the editorial coverage.  We are organizing a big promotion of our online sales system that will reach top buyers all over the world.  Finally, we have already prepared all the necessary safety measures, from entrance checks to the planning of visits to the stands, to a design of the layout furnishings that takes into account social distancing and constant sanitization.  An undertaking to which we have totally committed ourselves”.

“It will be a truly special Pitti ”concludes Agostino Poletto, General Manager of Pitti Immagine“ because - there’s no use hiding it - the idea of working in an emergency situation, concentrating Uomo and Bimbo within a single time frame whilst maintaining their own particular characteristics, working in two choice venues like the Fortezza da Basso and the Leopolda and, at the same time, having the opportunity and need to transfer all of this to a digital sphere in real time, led us to reason in a very different way than usual. Over the next few days we will be organizing the positioning of the two fairs in the exhibition spaces, however the true innovation is that the Fortezza will also be hosting an intense program of events and fashion shows and presentations produced by guests and by a selection of the exhibitors or dedicated to special projects of the fairs. The Stazione Leopolda will experience the same contamination which, thanks to its dimensions and the arrangement of the areas, together with the venue’s vocation as a place for holding exhibitions and catwalk shows, could also be opened up to initiatives of a more commercial nature”.