The Wool Lab’s androgynous theme highlighted at Pitti Uomo 88

29 June 2015

With more than 1100 brands and 30,000 visitors, Pitti Immagine Uomo remains the key international trade event to showcase men’s fashion and contemporary lifestyle trends. The 88th edition of Pitti Uomo was no different, with international players converging on Florence June 16 to 19 to present new concepts destined for the world stage.

The Woolmark Company's stand at Pitti Uomo 88

The Woolmark Company unveiled is latest edition of The Wool Lab, presenting seven inspirational themes dedicated to Autumn/Winter 2016/17.

Highlighting the demand for unisex fashion, a key section at Pitti Uomo 88 was called ‘No Sex’, presenting androgynous apparel as a key trend for the next AW season. Similarly, the most popular theme presented in The Wool Lab AW16/17 was titled Androgyne, which leverages from traditional made-to-measure suits tailored for the contemporary and classy woman.

“Presenting the theme Androgyne at a time when a major theme at Pitti Uomo is ‘No Sex’ further demonstrates how in-tune The Wool Lab is with current trends and just how relevant the sourcing guide is to the industry,” explains The Woolmark Company Country Manager, Italy, Francesco Magri.

“Androgyne does not mean that men and women must dress the same, but that the same concept can be re-interpreted for both men and women, offering a point of contact between the two genders.”

Androgyne, along with the theme Posh, proved to be the most relevant with showgoers, with more than 190 swatch requests recorded for each theme. In the first week since The Wool Lab AW16/17 was launched, more than 1200 swatch requests were taken, with major brands including Max Mara and luxury Turkish retailer Sarar viewing The Wool Lab, as well as a preview with the El Cortes Ingles design team.

“Pitti Uomo is always the best occasion to not only meet with the most important brands, but also connect with fashion and trade journalists. The Woolmark Company was able to not only present The Wool Lab to the global media, but also highlight upcoming events such as Campaign for Wool activities and showcase new product development.

“Pitti Uomo – and trade shows in general – are the ultimate in connecting with designers, brands, retailers, journalists and design schools. The most important people always attend and we not only showcase our latest developments but also gauge interest for future possibilities.”

Another major event taking place during Pitti Uomo was il signor nino - the first-ever exhibition dedicated to Nino Cerruti - his ideas and his style. From 16 June to 3 July, the Museo MarinoMarini will host a storytelling exhibition curated by Nino Cerruti himself and Angelo Flaccavento. Proudly sponsored by The Woolmark Company, il signor nino highlights the use of wool through Cerruti’s archives, current collections and his own personal wardrobe.

Nino Cerruti, president of Lanifico F.lli Cerruti, is a man of impalpable, timeless elegance. An entrepreneur and designer, the man of style and man of businesses work seamlessly as one.

“In a room curated by one of the most important designers in the world, il signor nino allowed us to not only talk about Merino wool to influential journalists such as Susy Menkes and the fashion industry, but showcase real-life examples of clothes made by a true master of the craft,” says Magri.

And what says Signor Cerruti of the biggest trend, No Sex, at Pitti Uomo?

“The fabrics can look similar, but the constructions must be different,” he explains. “Man and woman are made different; they can play looking the same but they need different fabrics and shapes. It’s physical!”