Beretkah…! at Pitti Uomo 104 in Florence

Pitti Uomo Men's Fashion Week was founded in Florence in 1972 with the aim to support Italian designers and expand their audience and gain extra recognition. Today it is perhaps the most important international exhibition in the men's fashion segment. Pitti Uomo hosts shows, presentations, conferences, public talks and all sorts of parties twice a year. The 104th edition of the exhibition was held in the fortress of Fortezza da Basso from June 13 to 16, with the participation of 825 exhibitors and more than 17,000 guests. A very important sign was the return of foreign buyers after the pandemic. The edition, which presented the men's collections for spring/summer 2024, was accompanied by numerous accompanying events both inside and outside the fortress. Many cocktail parties and dinners, DJ sets and presentations took place in the most fashionable locations of the city.

On the banks of the Arno with a unique view of the Ponte Vecchio, the presentation of the new collection of the Gianni Lupo brand took place in Canottieri Firenze. The poolside at The Garden at Harry’s Bar hosted a Scarosso footwear and accessories brand cocktail party, while guests gathered for a dinner in honor of Brunello Cucinelli at the Santa Maria Novella Convent. In addition to other events that made this edition unique, the third day of Pitti Uomo brought three outstanding events at once. This edition's special guest show, young Californian designer Eli Russell Linnetz's brand ERL; the Fendi fashion show at the architectural masterpiece FENDI Factory in the heart of the Tuscan fields; as well as an alumni show of the Polimoda fashion and design institute, which took place at the institute's headquarters in Manifattura Tabacchi.

But what Pitti Uomo is known for is street style. Florence Men's Fashion Week has long been a place of power for everyone, regardless of gender, who knows how to dress and loves to pose for street style photographers. It is street style that often anticipates trends for the coming seasons. Brand BeretkAh…! did not stay away. Fashionable outfits with accessories by designer Tatiana Turko received many compliments and attracted the attention of not only buyers and influencers, but also Italian colleagues.