“Pitti Generation(s) is the guiding theme for the January shows,” says Agostino Poletto, vice-CEO of Pitti Immagine, “and it will look at the simultaneity of the many different generations in fashion and styles of today. The speed of contemporary life compresses and mixes personal and generational time, taking in nostalgic references and experimentation, in a global action that goes beyond borders.” With set design by Oliviero Baldini, the Fortezza da Basso will welcome more than 35.000 visitors in four days with installations and surprising contaminations of art and performance, transforming the Piazzale in front of the Central Pavilion, the façade of the Lyceum and other key points inside the fortress for an unprecedented representation of the generations.

In tribute to Pitti Generation(s), the Italian brand Seletti will present the special collection of iconic and evergreen objects in collaboration with the cult magazine Toiletpaper. Furthermore, Pitti Generation(s) will be the theme of the new digital art project through the morphing technique, alternating and overlapping famous faces from the international fashion system with direction and photography by Pasquale Abbattista, editing by Hi!Production and supervision by Max Brun.

The special guests at this edition also shift nimbly between the concept of heritage and input on new scenarios. Like Korea, one of the most important fast-growing markets for fashion today, remarkably represented by this edition star guest, Juun.J. The Korean designer, whose creative research in menswear continues to attract the attention of the international fashion community show after show, will present his menswear collection for the first time in Florence with a one-of-a-kind event that will take place on Wednesday 13 January. “My collection at Pitti Uomo would be very Juun.J-like and I would present something very special.”

Pitti Uomo 89 promises to be an unforgettable edition, stay tuned!