Guest Nation at Pitti Uomo
TI03 - February19

Manuel Serrão

T Director
P

itti Uomo is internationally acknowledged as the most important and trendy professional event in male fashion. Up until recently, let’s not forget, Italians (and others too) thought of male fashion as their exclusive, given it was associated with quality and extreme good taste.

The ‘Made in Italy’ was the most powerful business card in this subsector, all over the world. In the meantime the world has changed, as it always does, but not everyone is aware of how fast it is changing. The enormous increase in Portuguese exports for Italy is yet another sign of the inevitability of those changes.

At Pitti Uomo they’re not slacking around, nor do they want Italian men’s fashion to lose relevance. Nevertheless, they have realized that this paradigm shift has to give way to new partnerships, because Italians alone can no longer win every battle. The invitation for Portugal to be the Guest Nation at Pitti Uomo was a sign of recognition and intelligence that the From Portugal (Selectiva Moda / ATP)  project was humbled to accept.

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