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The latest edition of Pitti Uomo is just around the corner. After announcing Craig Green as this year’s guest designer, the bi-annual trade show is slowly revealing more details surrounding this year’s four-day event.

Pitti Immagine Uomo 94 is all about visual spectacle and trickery as one of the fashion calendar’s biggest events envisions a crossover world between the virtual and the real. Straight from the mind of Sergio Colantuoni, the setup will combine a kaleidoscope of colors and hypnotic patterns with playful interiors. The Pitti team has coined this year’s showcase, Pitti Optical Power.

Alongside Craig Green, special guest brand Roberto Cavalli has chosen Pitti Uomo 94 for the worldwide launch of its men’s fashion project designed by the label’s new creative director Paul Surridge.

Curated by Markus Ebner (the founder of German fashion magazines Achtung Mode and Sepp Football Fashion) and contemporary art critic Francesco Bonami, an exhibition titled “FANATIC FEELINGS” will highlight the unique impact soccer and soccer culture has had on menswear and men’s fashion designers. The exhibition will feature famous faces known for their style or appearance in fashion campaigns such as David Beckham, Neymar, Franck Ribéry, and Eric Cantona, include screenings of Zidane: A 21st Century Portrait, and document the designer made kits and collections inspired by the beautiful game.

In collaboration with Revolver Copenhagen, Pitti Uomo plays host to “Scandinavian Manifesto” this year — a new curated space featuring emerging and established Scandinavian brands. The space will include 15 Scandinavian menswear brands, as well as contemporary design icons from the Nordic furniture, art, and culinary scenes.

“MAKE” returns, once again celebrating artisans from all over the world and highlighting their craftsmanship that is at once uniquely contemporary but informed by the masters who have come before them. This year, the section will showcase a range of new makers, their collections, objects, and projects.

Premiering for the first time at Pitti Uomo 94, “Pitti Uomo Editorials” is an immersive installation that will feature unusual and innovative objects. This year’s themes: pets and stationary.

Pitti Uomo 94 takes place June 12 to 15, 2018. Watch the video above to get a better idea of this year’s theme and visit the link below to find out more.

Find out what fashionistas were wearing on their feet at Pitti Uomo 93 back in January.

Words by Aaron Howes
Branded Content Editor
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