PITTI BIKES

News

Edition 108

30.04.2025

The theme of the Pitti Immagine fairs in June

Two wheels, one great passion. PITTI BIKES is the theme of Pitti Immagine’s summer fairs, taking place in June 2025, unveiled through new advertising campaigns coordinated by creative director Angelo Figus, with photographs by Alessandro Timpanaro and graphic editing by Alessandro Gori. Meanwhile, the Fortezza da Basso will be transformed into an ideal circuit blending fashion and lifestyle, thanks to the layout curated by Alessandro Moradei.

The bicycle – individual yet collective, high-performance yet leisurely, technological yet artisanal, progressive yet traditional, competitive yet friendly, futuristic yet vintage – captures the dualism of our times: a dynamism in search of balance between metropolis and countryside, nature and urban landscapes, preservation and invention, and, on a personal level, between solitude and sociability, between value and belonging.

Considering Pitti Immagine’s constant focus on contemporary culture in all its facets, the bicycle struck us as the perfect synthesis for the theme of our summer fairs. In everyday life, which increasingly intertwines with lifestyle, the bicycle plays an innovative role, far beyond the simple dichotomy of sport versus mobility. It's a movement that seeks harmony, a tandem effort that aims to bridge opposites. Sustainable, customizable, multifaceted and diverse, it opens new perspectives.

— Agostino Poletto, General Director of Pitti Immagine

Pitti Uomo becomes BIKESTER

On the occasion of Pitti Uomo 108, the PITTI BIKES theme takes on a special interpretation and becomes BIKESTER.

Pedaling with your own strength, setting your own pace, controlling your trajectory – and at the same time feeling deeply connected to your chosen bike – becomes a symbolic journey across the different worlds of fashion, no longer distant or merely adjacent, but interconnected. A virtual bicycle that links the various sections of Pitti Uomo, from new formalwear to innovative design, from streetwear to urban styles, from outdoor gear to technical apparel — a team effort that rationalizes contradictions in search of new asymmetries. It’s a path that embraces a variety of stylistic expressions, with inputs coming not only from designers but also from the communities themselves, propelling forward the evolution of collections, products and accessories.

The protagonists of the campaign are two men who cross paths, brushing against each other in a near-casual encounter, overlapping and intersecting. Their postures, synchronized movements with the wheels’ mechanics, and the relationship between the individual and the bicycle reflect an inner duality, a double personality, two forces coexisting within each of us: on one side, control, rationality, a defined path; on the other, the desire to follow an emotional rhythm. The bicycle becomes a metaphor for what we choose to show and who we really are

— Alessandro Timpanaro, photographer

The bicycle takes center stage at Pitti Uomo with BECYCLE

Launched last year at the Stazione Leopolda to mark the start of the Tour de France in Florence, BECYCLE – Pitti Immagine’s event dedicated to the bicycle world – will this year be integrated into Pitti Uomo, taking place at the Sala della Ronda in the Fortezza da Basso.
While maintaining its distinct identity, BECYCLE will showcase a selection of top cycling brands, expanding its dialogue beyond strictly sporting themes. The event will highlight the technological and lifestyle aspects of cycling, focusing on research, innovation, material and design evolution, and the drive to go further – creating a broader experience that extends beyond the single product to encompass a wider culture around it.