PITTI 100
Editorial
Edition 100
24.05.2021
The iconic number – expressed in a hundred different ways – will be the theme of the Pitti Immagine summer shows. A multiform graphic layout, created by designer Francesco Dondina, will color the Fortezza da Basso, involving the entire fashion community in an exercise onto creativity. An end and a new beginning together, in a single message.
“Pitti 100” is the title-theme of the summer editions of the Pitti Immagine trade shows. The idea first conceived and developed around Pitti Uomo, which has now arrived at its 100th edition, will then be extended to include Pitti Filati and Pitti Bimbo, expressing itself in the exhibition formats “100% Filati” and “100% Bambino”. 

Designing the logo and graphics, which will characterize the Fortezza’s layout and the Pitti ad campaign, is Francesco Dondina, visual designer, teacher, and art director, who is the author of important projects in the fashion, design, and art and culture industries. 

The logo of the three events will be based on a fixed element: the lettering PITTI, divided into two lines. The final “I”, through the elimination of a small space, will transform into the number “1” of 100. 

The zeros, instead, will slightly overlap in an embrace that symbolizes the intersection between the physical fair and the Pitti Connect digital version, representing the dynamic element: graphically interpreted in a hundred different ways, they become icons of a system of combinations that, just like in a creative kit, interchange with one another, adapting themselves to the various needs of communication. 
100 is a strong, important, round, and promising number. It is undoubtedly an end, but – if it is read backwards, 001 – it becomes the symbol of a new beginning. Right from the start, it appeared to us as a great opportunity for expressing the mood with which we design and organize our summer shows, which have now finally returned to a physical format. The hundredth edition of Pitti Uomo will not be pure celebration with a retrospective focus, but rather will represent a rendezvous that will relaunch our way of bringing brand and designer together, while always looking to the future. The graphic project of Francesco Dondina, with his hundred different ways of writing 100, faithfully represents the soul of Pitti: creative and multifaceted. It’s no coincidence that some of the main brands at the Fortezza are already working to interpret – through a special ‘100 garment’ – the theme of our shows

— Agostino Poletto, General Manager of Pitti Immagine

I immediately fell in love with this project because I saw a playful and open attitude in it. 100 is an expressive and positive number, inviting you to look forward. I covered it in graphic forms with warm, sunny, and joyful tones, and I made it a dynamic, fluid, system, which is never repetitive, but also capable of maintaining its own identity in the midst of change at the same time. By graphically interpreting the two zeros of one hundred in different ways, and creating the three formats of Uomo, Bimbo, and Filati, I imagined offering an outlook that is open and adaptable to the changes that the historic period we are currently living in invites us to pursue

— Francesco Dondina, graphic designer

The Pitti Uomo 100 themed set-up and the SafewithPitti protocol have been developed with the special contribution of the Camera di Commercio Firenze