Men's fashion, Florence and Milan on the starting blocks. Focus on foreign buyers

It has been called 'men's fashion week' for years now, in an expanded version: it starts in Florence and more precisely at the Fortezza da Basso, where the 106th edition of Pitti Immagine Uomo opens on Tuesday 11 June, and ends in Milan.

Pitti Uomo is a world reference point for menswear. The recipe remains the same: 790 international brands including big names, such as Paul Smith, who will be the guest star of this edition, and small Made in Italy brands that will be exhibited in the pavilions of the fair and (many) already have their diaries full of appointments.

The bet, in fact, is big: Italian fashion is slowing down under the weight of the economic situation - accomplices are the ongoing wars, inflation and still high interest rates that are crushing the confidence of families, and the slowdown in China - and international showcases are a golden opportunity for Made in Italy companies to make new business contacts in possibly new markets. From Florence to Milan: Friday 14 June sees the start of the fashion week dedicated to men's collections with 84 events in four and a half days. It starts, here too, with a return: Moschino, which after several peregrinations abroad is back in the spotlight in Milan. Among the big names, in addition to Prada, the Emporio and Giorgio di Armani, Dolce&Gabbana and Zegna collections, there is also Gucci which, after the Cruise presented at the Tate Modern, organised the men's collection show at the Milan Triennale. Alongside the big brands there is no shortage of up-and-comers, some of whom have returned to the catwalk after a break, others who have returned after being at Pitti last season (Magliano), others who have preferred Milan to London (Martine Rose).

That buyers' attention goes beyond the big brands is demonstrated by the second edition of White Resort to be held from 15 to 17 June at Superstudio Più in via Tortona 27. The event, dedicated to "holiday" clothing, will host 101 brands against the 60 of the first edition, held in June 2023. "It is not an easy time for fashion and we think the answer is to innovate, focus on new formats and sought-after brands that can intrigue international buyers". Of the 101 exhibitors, 65% will be foreign and 35% Italian. "Milan is an increasingly attractive city and fashion must be able to make it a reference point as it is for the Salone del Mobile," Bizzi concludes.

It is precisely to men's fashion among economic data, companies and products that the 28-page Special on newsstands on 11 June will be dedicated. As always, the special will analyse trends in the sector, report on company strategies and review trends. A special focus is dedicated to the combination of fashion and sport: from the synergy with tennis to that with football, with the European Championships starting on 14 June. And, finally, the Paris Olympics: a 'double-sided' appointment for fashion. Which will also have a positive impact on Milan. Eyes will also be on the products with showcases curated by Htsi.