Just Like A Man – the new project that is redesigning the Upper Level

Pitti Immagine Uomo, the international key trade fair featuring every facet of menswear and contemporary lifestyles, has always put the emphasis on the evolution of the new classic look with its many nuances, from the refined sartorial elegance and outstanding quality of strictly Made in Italy to the new craftsmanship all the way to the latest interpretations of the formal.

Interest in the most exclusive spirit of classic menswear has been one of the biggest sensations of the last few seasons, especially in the high-end segments of the worlds new markets. For this reason, Pitti Uomo presents JUST LIKE A MAN, the new exhibition project that, as of June, will restyle the entire Upper Level of the Main Pavilion with a layout by Patricia Urquiola. The comfortable atmosphere of a contemporary Gentlemen’s Club will feature even more select merchandise offerings, with new stand layouts and new Pop Up stores dedicated to unusual accessories. A location that will be further enlivened by the new Alternative Set program. And there will be new areas, such as the barbershop where Proraso, the famous name in shaving products, will reinterpret barbering traditions in a modern key; a fumoir, and a reading room that will be striking backdrop and oases for relaxing breaks!

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The MAIN PAVILION, where contemporary lifestyle trends are born and flourish This is the heart of the fair, featuring the most sophisticated menswear. It is a place where the offer is increasingly broader, thanks also to the Pop Up Stores that offer close ups of specific design items. The itinerary goes from the Lower Level with brands that present refined sartorial research interpreted in a contemporary classic key, to the Ground Floor where the collections maintain a dialogue with the other “worlds” of Pitti Uomo, to the Upper Level, and the great names in the new classic with their exceptionally high quality products, exclusive fabrics and workmanship. And, the Upper Level will also be one part of Alternative Set, the original program of temporary events and installations which, this season, will extend its atmosphere of lively creativity to even more areas

MAKE, the new frontier in the crafts The section that sprang from the rediscovery of the crafts, Make presents the latest creative interpretations of traditions, and the ongoing face-off between craft work and the most diverse materials. The Sala Alfa on the Lower Level of the Main Pavilion will host one-of-a-kind items or small series, all characterized by meticulous attention to detail and a fresh, contemporary look.

FUTURO MASCHILE, the concept lab for the new formal Call it a “fair within the fair”, a manifesto of the changes in classic-contemporary menswear and a concept lab featuring the most advanced looks in formal wear. Situated in the Sala delle Nazioni, Futuro Maschile is the “elected domicile” for a community of super-select names that know how to capture the attention of sophisticated international retailers who are ready for new ideas.

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