Pitti Preview // Menswear in focus
#32
Dear readers,
are we asking the right questions? This industry is so in love with the new that we always ask the same question: What’s new? What new things do we expect at Pitti Uomo – but most importantly: from what motivation? Why always revolution, never evolution? Why always a new model, never a facelift?
Many currently successful menswear brands have bid farewell to the novelty drug. Their quality lies in consistency and persistence; they shape a style rather than set trends. This may seem boring to us journalists, buyers, and store owners.
But does the consumer truly come with the desire to discover a completely new brand with completely new pieces when he asks for something new? And yes, he does ask this question! But is it not worthwhile to ask what the qualities of the new should be?
Thesis: Often, this question actually means: What new things do you have from a brand I already know and trust? "A Porsche 911 has changed significantly over the last 60 years, but it has always remained unmistakable," says Jonas Berg, CSO of the Danish brand NN07. Only a few in fashion can fascinate so long-term. The search for these brands is worthwhile! In Florence, in Milan, in Paris – and just as much at home!
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The Pitti Immagine in January and June 2024 marks both the beginning and the conclusion of the innovative 'The Sound of Unity' competition by Antony Morato. This project is a labor of love for CEO Lello Caldarelli and reflects his passion for music. Learn more.*
Social Responsibility and Sustainability
Markus Holas, CEO of the Swiss Ragtex Group for the past 12 months, is implementing a variety of measures to position the knitwear and polo specialist Ragman. New qualities, charming color spectrums, and ease in the look are being sustainably implemented with the declared goal of further increasing brand attractiveness and driving internationalization. Learn more.*
Responsible Care for Every Day
Wellness and skincare are the logical next steps in ECOALF’s journey to create a sustainable and responsible lifestyle brand. In an interview with style in progress, CMO Carolina Álvarez-Ossorio explains how the idea of Clean Beauty has been implemented consistently and innovatively down to the smallest detail. Learn more.
Kick-off of the Giorgio Armani Mare Collection
Fresh breeze in Trani: The international tour launch for Giorgio Armani Mare started at Boutique Nugnes on Corso Vittorio Emanuele. Customers can look forward to an immersive experience that captures the spirit of the Italian summer with the timeless sophistication of the Giorgio Armani Mare collection. Learn more.
Official BFW Calendar & Sustainability Requirements
From July 1st to 4th, Berlin Fashion Week will once again be a showcase of outstanding creativity and innovative designs. Visitors to the German metropolis can look forward to exciting presentations and collections that reflect subcultural influences and creative diversity. Learn more.
Henning Kaesebier and Roshan Paul are merging their agencies High Five x Rosh Studio in a new shared showroom near Prisco Haus in Munich-Altbogenhausen. The rooms on the first floor of a historic building offer a perfect presentation space for the brands. Learn more.
ID stands for identity, and Eight embodies infinity. The Italian brand produces vegan unisex sneakers made from bio-based materials. Learn more.
PRFRMNC+ is the name of Mey's new winter sports functional underwear. It features an absorbent material, especially in the back and rear part of the leggings, which provides a dry skin feeling even during intense activity and withstands low temperatures. Learn more.
Colorful polo shirts have always been an important part of the collection for the Italian label BOB. For the Spring/Summer 2025 collection, this theme has been developed into a concept for reversible garments, meaning they can be worn on both sides. Read more.
The Norwegian brand Scandinavian Edition is known for jackets with minimalist design and maximum functionality. Founder and Creative Director Eystein Wang is increasingly developing cross-seasonal hybrid models, establishing a NOS (Never Out of Stock) program for bestsellers, and focusing on the distinctiveness of the women's collection. Learn more.
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