This June, the illustrious Pitti Uomo’s 90th trade fair will take place in Fortezza da Basso, this season under the theme “Pitti Lucky Numbers.” Fashion aficionados will flock once again for a show of full-scale pea cocking, making sure their street style presence is not missed.
After so many seasons the esteemed trade show has recognized the necessity to become a multichannel and multimedia event. Working with fresh filmmakers, Pitti Immagine produce digital art projects in the form of fashion films to build a buzz around the fairs and give life to the “Lucky Numbers” concept.
Fortunately there will be less emphasis on the mathematical value of numbers and more on their aesthetic and symbolic qualities, undoubtedly if anyone can make the characters 1-9 sexy it’s the creative minds behind Pitti Immagine and it’s evident in this video.
Pitti has a long history of effortlessly pushing fashion boundaries, and under the creative direction of Sergio Pappalettera and Ced Pakusevskij, it looks to continue the trend. The video leaves little doubt as to whether the numerical concept will continue to bolster the fair’s ever-growing list of fashion merits, a difficult task in the often misjudged world of fashion film.
Watch the video above for proof.
For more on Pitti Uomo, check out Street Style From Pitti Uomo 89.