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Hugo Boss to make Pitti Uomo comeback

German fashion house Hugo Boss will return to Italian menswear trade show Pitti Uomo this month.

Hugo Boss will bring its premium Boss Selection line to the trade fair this year and will show in the Sala Ottagonale. The trade show will run from January 11 to 14 and will be held at Fortezza da Bassoin in Florence. A total of 1,010 brands will be showing at the Fortezza da Basso, plus 80 women’s collections at womenswear trade show Pitti W, also held from January 11 to 14.

A new collection by Tommy Hilfiger-owned American heritage brand Arrow will also have its European launch at Pitti Uomo this month.

Pitti Uomo will also this year hold virtual fair, e-Pitti. The virtual fair will provide information for exhibitors and buyers from the physical fair. Exhibitors will be able to create a virtual stand with 360 degree views and videos. Brands can also showcase products with pictures and further information. Buyers will then be able to browse the brands offering by searching for individual names or scrolling through the gallery. Those using the website will also be able to interact with a personal area for sending and receiving messages.

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