Famed for its forward-thinking initiatives and native wildlife alike, Pitti Uomo is celebrating its 100th show (and 50th birthday, almost) this summer. To celebrate, it's brought Thebe Magugu onboard as guest designer. Magugu, the LVMH Prize winner and Woolmark Prize finalist best known for his womenswear, will explore fresh terrain with his first-ever menswear collection.

The Pitti Immagine trade fair has been around for decades, with roots that go back to the 1940s. In fact, its first runway show was held 60 years ago this year, though its menswear-oriented Pitti Uomo branch didn't begin until '72. The event has been unfailingly held twice a year since, leading up to its 100th presentation this summer hosted in Florence's Fortezza da Basso from June 30 until July 2.

"I am incredibly proud to be this season’s guest designer for the special anniversary edition of Pitti Uomo by presenting our first menswear capsule," 27-year-old Magugu offered in a statement. "I have immense respect for the fair's commitment to heritage and tradition through the ever-expanding lens of the new."

"Thebe Magugu won us over immediately, ever since we began following his career," Pitti Immagine’s communication and special events director, Lapo Cianchi, continued. "Thebe creates a fashion that is continually suspended between art and craftsmanship, education and ancestral practices. We felt that his work was perfect for extending an invitation, in an unconventional way, to a new beginning that is rich in young, energetic awareness."

There's a lot to do at this year's Pitti, as usual. Loads of international brands are dropping by to present new garments and gear, Arena Homme+ will curate a live fashion shoot with young Italian photogs, and then there's Pitti's latest Sustainable Style event. The latter is its three-year-old lineup of innovative eco-conscious designers on the come-up, including Connor McKnight, Monad London, Myar, and plenty more.

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