Pitti Immagine Uomo, which was supposed to take place on February 21 until 23 in Florence, has cancelled its physical event due to the Italian government tightening coronavirus restrictions aimed at limiting the spread of Covid-19 in the country.
The winter edition will now be held solely as digital formats on the Pitti Connect platform, which will remain online with the contents of the current fair season until the beginning of April.
“In the last few weeks, the probability of being able to hold the fairs in a physical format had clearly decreased” comments Raffaello Napoleone, CEO of Pitti Immagine “but we had decided to keep the option open until the suspension was officially confirmed, because we were aware of the strong desire of our exhibitors and buyers to physically meet in person, despite the many problems that this could entail. This was not superficial optimism, nor a kind of stubbornness in the face of clear evidence, but rather a determination to leave no stone unturned and possibly also offering a useful message for the coming months. The advice given by trainers to volleyball players comes to mind: even when it seems almost certain that you have lost the set, score as many points as you can, keep standing, this will be a sign to your rivals that you will be giving them a battle again in the next set. So, we will be playing the next physical set in the summer, but we want to continue to score points in the meantime. It is for this reason that, in this period, we have worked so hard on the digital dimension on which we are now concentrating all our efforts. For Pitti Uomo, we can already count on the participation of around 250 companies, all who will be accompanying us in the future. The live-streamed events which took place this week were a great success, combined with the many collections already uploaded on Pitti Connect”.