Rinascente and Pitti Uomo together in Florence for a project dedicated to menswear
Edition 99
The Rinascente Store in Florence hosts, until March 8, a special itinerary traced in collaboration with Pitti Uomo. An itinerary that shares the editorial theme of the event: Pitti Square, as a physical and virtual meeting place, a moment of networking, a desire to share, to exchange experiences, but also “Square” as a perfect geometric shape, a symbol of harmony to be always searched for and then maybe broken. An itinerary with a masculine touch, that starts from the concept store’s windows and goes on through its different floors, sharing the three macro-trends of Pitti Uomo 99: SUPERSTYLING, experimental and innovative brands with a focus on craft and accessories; DYNAMIC ATTITUDE, a metropolitan style contaminated by sporty, urban and dynamic outfits and FANTASTIC CLASSIC with the reinterpretation of Made in Italy tailoring.
Among the leading brands of the path there are names such as:
Alpha Tauri, Armani Exchange, Barbour, Buttero, Doucal's, Gallo, Manuel Ritz, Mc2 Saint Barth, Paul & Shark People of Shibuya, Save The Duck, Sebago, Superduper, Veja, Xacus.

In the project there is also a declared homage to the city: an invitation for a selfie to be posted on social networks with the hashtag #beflorentine, dedicated to Florentines by birth or passion, to those who live the city and to those who happen to be around for some time or regularly, to those who do not travel at the moment, but are homesick.
15 people give the go to the project, Florentines by birth or by choice, portrayed in black and white by Aldo Fallai, a very Florentine fashion and portrait photographer.
The showcases
The collections
Be Florentine