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Pitti Uomo to revamp spring 10 edition

Italian mainstream menswear show Pitti Uomo will be given a facelift in time for its spring 10 edition in a bid to boost its profile on the trade show circuit.

Pitti Immagine, the organiser of Pitti Uomo, which takes place on January 12-15 in Florence, will overhaul the event’s main pavilion and has pledged to make show stands “more open” to encourage dialogue between the brands exhibiting.

A spokesman for the show said: “The aim is to change from an exhibiting fair to a concept one. It is our way of reacting to a difficult economy. We want to move forward and keep investing.”

Spanish architect Patricia Urquiola will design an “urban fashion district” which will include pop-up stores for accessories and lifestyle brands in the main pavilion.

The January edition of Pitti Uomo will host 849 brands across 635,000 sq ft. Brands debuting at the show include British heritage brand Barbour, Dutch denim label Denham and Italian brand Fornarina’s new sports line, Fornarina Sport Glam.

A selection of up-and-coming labels will feature in the Lyceum Hall. An area called Welcome to My House will host young fashion, while the New Beat(s) zone will display young international designers.

Other events will include an exhibition celebrating 100 years of sportswear brand Everlast, and a tribute to the British Menswear Guild, which turned 50 this year.

Meanwhile, designer Giles Deacon will headline the fifth edition of womenswear pre-collection show Pitti W_Woman, which runs along the same dateline as Pitti Uomo in Florence.

Visit www.pittimmagine.com for more information on both shows.

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