7 Things to See in Florence during Pitti Uomo 104

There is always a thrill that traverses the old, Rennaisance Florence during this time of the year and its name is Pitti Uomo.
The hottest fashion week on the river Arno has started and we couldn't be more ready for it.
From emergent brands to maxi events like FENDI and Luisaviaroma fashion shows, this is our agenda.
You’d better take notes!


by Anabella Pacheco, Giulia Piceni and Guia Rossi. Cover Image: Textile manipulation is a solid pillar in Deviate’s collections.

The Pitti Uomo fashion week transforms Florence into a stage of international glamour thanks to the many events that swirl in and out Fortezza da Basso.
The secret to not missing the right ones?
Mark in your agenda only those recommended by a special guide. Ours.
Here we have selected 7 of the best ones, from scouting interesting fashion brands and collab events to big brand shows and truly unprecedented exhibitions.


Deviate is a Detroit-based fashion label designing luxury menswear/womenswear collections emphasising sustainable textile innovation and artistry. Each Deviate piece tells a different part of the storybook through hand-crafted textile skills with a unique, genderless, no-rules approach. There are one-of-a-kind pieces you may want to check out for great style inspo (Pavillon Costruzioni Lorenesi).

WHY IT’S A MUST-SEE: creativity and freedom in self-expression are a huge motivational boost.

2. 9-JOUR

9-jour (Kujo) is a young Japanese unique denim brand laid on a solid basis, sustainability and a slow approach. Their denim colour is obtained with blended powders of 100% botanical raw and collagenised materials. The spinning, sewing and dyeing supply chain is carefully managed by selected, reliable production partners in historical manufacturing sites in Japan, such as Kyoto, Hiroshima and Okayama (Pavilllon Arsenale).

WHY IT’S A MUST-SEE: they insist on millimetre-to-millimetre adjustments to achieve gorgeous hip lines and straight, sharp legs.

9-Jour Spring Summer Collection preview.


Born on the streets of Paris, Pas une Marque represents individuality and rejects traditional labels and social norms. Their name, which translates into ‘Not a Brand’, speaks of their mission to break free from the restrictions of the fashion industry and, instead, create clothing that empowers the wearer to express themselves authentically. It is a fusion of high-end luxury and streetwear, reflecting the eclectic nature of modern individuals. They collaborate with emerging artists, musicians and activists to create a community that celebrates diversity and pushes boundaries. (Pavillon Arsenale).

WHY IT’S A MUST-SEE: it is more than just a clothing brand; it is a cultural movement.

From streets to style, this is the DNA at Pas Une Marque.

4. LuisaViaRoma X British Vogue Runway Icons Show

Florentine luxury retailer LuisaViaRoma will host a runway show developed in partnership with British Vogue. The open-air catwalk will feature 50 international brands, from emerging to well-established names, and will take place in Piazzale Michelangelo on 14 June at 9 PM. Can’t wait! 

WHY IT’S A MUST-SEE: It’s a unique opportunity to see a slew of emerging and established brands coming together – plus some of the most influential faces in the fashion system on the runway!

Last year runway by Luisaviaroma.

5. FENDI S/S 2024

Since its announcement, the countdown has begun: FENDI will be the first special guest for Pitti Uomo, presenting their menswear 2024 Spring Summer collection. This fashion show will take place at the recently inaugurated FENDI Factory located a few kilometres from Florence, in Capannuccia, on 15 June at 6 PM. A highly coveted ticket indeed.

WHY IT’S A MUST-SEE: Fendi Factory is already a cult place, and we want to see it – at least from the outside!

Fendi Factory in Capannuccia. Photo: LJP.

6. ERL S/S 2024

Another special guest will be Californian designer Eli Russell Linnetz’s label, ERL, which will present its S/S 2024 collection with a runway show in Palazzo Corisini on 15 June at 9:30 PM.  An original, often ironic and irreverent reinterpretation of America’s clichés where the brand will tell about its vision and cross-cutting world spanning fashion, design and lifestyle. 

WHY IT’S A MUST-SEE:  “A conscious eclecticism of cultural and genre references. A talent for combining commercial flair and free creativity sparked our interest and desire to invite him to Florence,” said Lapo Cianchi, Pitti Immagine’s Director of Communications and Special Events. What else can we add?

Eli Russell Linnetz. Courtesy Pitti Immagine Uomo.

7. The Alchemist of Fashion. Unveiling the Formula of Gianfranco Ferré

Curated by Istituto Marangoni Firenze Students, this retrospective will feature Gianfranco Ferré and iconic looks and objects from the WP archive. The retrospective will open on 12 June at 6 PM on invitation and will be on display for everyone from June 13 to 16 at the WP Store and WP Relais LOFT in Florence, Via della Vigna Nuova 75/R and Via della Vigna Nuova 17.

WHY IT’S A MUST-SEE: This is THE EVENT – no further explanation needed!

The Alchemist of Fashion. Unveiling the Formula of Gianfranco Ferré. Preview of the work-in-progress set-up at WP Relais LOFT. Photos: Nikola Tomova.

Anabella C. Pacheco is an undergraduate Fashion Business and Digital Marketing student at Istituto Marangoni Firenze.
Giulia Piceni is an undergraduate Arts Curating student at Istituto Marangoni Firenze.
Guia Rossi is a fashion and design journalist.

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