Pitti Uomo opened the season of the major international men's fashion events in Florence

News

Edition 109

16.01.2026

Pitti Immagine Uomo 109 opened the season of the major international men's fashion events in Florence: foreign buyers were in full force, confirming last January's numbers, but with some interesting new developments. A total of approximately 12,500 buyers attended and nearly 19,000 visitors. The 758 exhibitors, the true driving forces behind the show, expressed satisfaction and great energy.

A Pitti Uomo with an engaging and dynamic atmosphere, that passes on positivity into the entire system. Over the past few days, I've seen, listened tand talked to many of our exhibitors, the true architects of Pitti Uomo's success (758 men's fashion and accessories collections, including the fragrance brands featured in the new Hi Beauty sarea dedicated to research perfumery). They expressed great satisfaction for the quality of buyers they met: all of them were of the highest quality, the most important retailers from both core markets and emerging scenarios. Research and innovation were the central themes of these days at the Fortezza, recognized by all the professionals as points of strength that make the participation in the fair essential. No one hides the difficulties, but Pitti is always an opportunity to present oneself at one's best, engage with others, regain confidence, and face the season with determination. And in this regard, Italian entrepreneurs, and others, have sincerely appreciated the government's attention to the fair and the sector as a whole, both with the visit of the Italian Minister Urso, and with the promotional efforts of the ICE Agency.

— Raffaello Napoleone, CEO of Pitti Immagine

Considering the many international tensions and the market's cautious approach this is a significant result. On the other hand, Italian buyers decreased slightly, reaching around 7,500, in line with the complex picture emerging from observers of national distribution and retail.

— Raffaello Napoleone, CEO of Pitti Immagine

Among the main men's fashion markets represented at Pitti Uomo, we registered an increase in buyers from the United Kingdom, the United States, the Netherlands, Japan, Greece, and Portugal; while Germany, Spain, France, and Turkey had a slight decreases. Another point worth highlighting is the excellent performance from Northern European countries as a whole: Sweden, Denmark, Norway, and Finland are all showing strong growth. In Asia, Chinese presence remains strong (with a balance between Hong Kong and mainland China), while Korea and Taiwan remain at the same levels. Among the more distant markets, Brazil, Mexico, Israel, Canada, and central Asia (bridges between Europe, Russia, and South Asia) performed very well. Among newcomers or returning Mediterranean markets, Lebanon and Egypt are worth mentioning, along with the Middle East, where the United Arab Emirates and Qatar are particularly noteworthy.

The ranking of the main foreign markets sees Germany in the lead, followed by the United Kingdom, Spain, the Netherlands, Turkey, Japan, the United States, France, Switzerland, Belgium, Greece, and Portugal.

Finally, the many special events enlivened the city and enhanced the experience of buyers and journalists here in Florence from the two acclaimed fashion shows by Guest Designers Soshiotsuki and Hed Mayner, to the special event by Shinyakozuka at the Fortezza, where Pitti Uomo attendees were greeted by a monumental site-specific installation by French architect and sculptor Marc Leschelier. We really couldn't have asked for more.

— Raffaello Napoleone, CEO of Pitti Immagine