Pitti Immagine Reveals Campaign Video and Pop Up Shop for Pitti Uomo 89

Video: Pitti Immagine.

Each fashion season, Pitti Uomo—the small Tuscany trade show turned menswear mainstay—operates under a creative theme, which influences a series of digital projects, campaigns, and the general experience of the show. Last season director Luca Finotti wished a world of color, and now, for Autumn/Winter 2016 aka Pitti Uomo 89, the event has enlisted artist Pasquale Abbattista to capture the essence of a simultaneous coexistence of different perspectives in today’s fashions for the fair’s title-theme, “Pitti Generation(s).” Seen in the short above with the same name, Abbattista explores the transformative ability of style to literally overlap, merge, and change subjects from different generations and backgrounds into each other. The underlining message: age, like one’s suit size, is just a number and that style is, in fact, lucid. The project arrives with news of a limited edition capsule collection from Pitti Immagine, Italian design brand Seletti, and art mag Toiletpaper. Premiering at Pitti Uomo in January 2016, the special objects range from ironic souvenirs to home decor, all colored by the magazine’s famously contrasting colors.