Indian magic at Italian fair | fashion and trends | Hindustan Times
Today in New Delhi, India
Jan 17, 2018-Wednesday
New Delhi
  • Humidity
  • Wind

Indian magic at Italian fair

After Paris and New York, Florence seems to be the next fashion hub.

fashion and trends Updated: Feb 11, 2011 01:21 IST
Vinod Nair

This time at the Pitti Uomo, one of the most popular menswear trade events in Europe organised by the Pitti Immagine, there was an Indian designer present. Aneet Arora and her label Pero launched its first menswear collection at this prestigious trade event in Florence.

“It was a very rewarding experience for me and this is the second time that I have been part of Pitti … last season I showed at the children’s wear Pitti Bimbo,” says Arora.

Bigger and better

Held every season in Florence, Pitti Uomo (men’s) and Pitti W (women’s) are two of the most sought-after fashion fairs in Europe. This season, the fair has assumed a bigger size with over 1,000 brands showing at the men’s section and about 90 at the women’s section.

“Pitti is a great platform for developing business and my agents actually exposed me to this fair,” says Arora. Featuring bespoke jeans, shirts made with innovations, impeccably tailored suits and bespoke fragrances, several buyers from around the world attended, amounting to 23,360 of the 30,000 visitors.

I was surprised to find Pero at the event. I have seen and admired the young label’s women’s wear, but this is the first time that I caught a glimpse of its offering for men. It looked simple, stylish and very wearable. Pitti Immagine is a great platform for Indian designers to showcase their collections as some of the most important buyers frequent this event, season after season, representing boutiques and department stores from all around the world.

With its new concept, Pitti City, which is the theme for this season, the huge pop-graphic billboard at the venue Fortezza da Basso and a new layout designed by architect/designer Patricia Urquiola, the venue looked neat and unhurried with clear indications of the presence of brands.


Other highlights included Trussardi’s first centenary celebration with a spectacular fashion showing and Gareth Pugh showing as the guest designer. This event is good for India in two ways. Firstly, Indian businessmen and retailers should make use of the unique brands that show there and introduce them to the Indian market.

Secondly, Indian brands and fashion designers should use Pitti Immagine, like Aneet Arora did this season, and get into stores worldwide. The event is the best platform for both.