The Florentine kermesse was born in the early fifties when a real clothing industry did not yet exist in Italy.

Fashion was still made by tailors who tailored their garments for a well-groomed clientele.
However, it was in those years that the figure of the “buyer” began to take shape, among which the name of Giovanni Battista Giorgini stands out, one of the first figures to believe in the potential of Italian fashion. And it was precisely from his intuition that on February 12, 1951, in the presence of six imported American buyers, the first fashion show took place in Florence.
Thanks to the success of that first fashion show, from 1952 to 1982, the Sala Bianca of Palazzo Pitti becomes a memorable stage for fashion shows thanks to which Italian fashion becomes a worldwide phenomenon, in terms of economic dimension and image influence.

Over the years, making their debut at Palazzo Pitti we see names like #Armani, and #Missoni.
Prét-a-porter, in all its colorful shades, changes and evolves, but a piece is missing.
Thus, in September 1972, Pitti Uomo, the review of men’s clothing and accessories, was held for the first time.
Born essentially for the promotion of the best Italian industry on large foreign markets, the fair gradually acquires an international stature, so much so that today «Pitti Uomo is for men’s fashion what Cannes and Venice are for cinema»
The event is managed by Pitti Immagine Srl, twice a year (in January and June) therefore hosts Italian and international companies that present their collections for the following year to the press and buyers.  In the four days in which the fair is held, collateral events, fashion shows and installations by stylists and menswear brands are also organized, which also involve other parts of the city of #Florence.

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