WTI Magazine #13 2014 Jan, 17
Author : Irene Salvadorini for PoisonDrops.com Translation by: Alessandra Bitetti
Pitti W: Where ideas are born
"Where women's fashion ideas are born". This is the slogan for Pitti Immagine W, the young Florentine salon that was born to give voice to emerging talent that, left the old location in Via Valfonda, made its appearance in the Arena Strozzi spaces, near the menswear. This is project is back for the 85th edition of Pitti Man, with an important restyling of the commodities sector and with many proposals for Fall Winter 14/15. There are trademarks with a pop and innovative tone, leaded by Barbara Casasola, a Brazilian stylist located in London, guest designer of the performance.
The New Deal
Pitti W was born in 2009 and gave attention to previews, capsules and special proposals for women's fashion, giving to emergent brands a creative and independent territory yet connected to the impressive flow of buyers, journalists and curious that year by year reach Florence to take a glance at news of the whole world: "The New Deal for Pitti W is more and more international and emphasize research, scouting and and a very strong focus on the product" – says the assistant manager of Pitti Immagine Agostino Poletto – for an offer that is completed thanks to women's collections attending other sides of the show. A selection increasingly sophisticated and projected into the future, designed to an high target boutiques and department stores".
Rock me Pitti
All gathered under the lucky star of Rock, as dictated by the theme of this year, several exhibitors very different one each other chose W: the best talents from Ukraine selected by Daria Shapovalova (creative director of the Mercedes Benz Kiev Fashion Days), very young protagonists of the Italian market and already relatively well-known names such as L'autre Chose, debuting with D'Archive. But this year, Pitti W is also supportive, because of the heart-inspired jewelry by SeeMee, a company founded in Turkey in order to fill the "gap between luxury and fair trade" that in few time employed more than 350 local women, giving them greater socio-economic autonomy.
News and events
As we know, in addition to clothing and novelties, Pitti carries on at each corner an unstoppable rush of high heels and happy hour, giving to a more beautiful Florence (and with an extraordinarily mild weather) shining shop-windows, blue streaks and special events. So Pitti Uomo and Pitti W hosted the performances of eight designers, including emerging and guest stars, such as the debut of the new menswear clothing brand of N° 21, a pre collection by Barbara Casasola inspired by male wardrobe, a fashion show with Jersey theme for Le Petite Robe by Chiara Boni and a fashion show of Stella Jean. Also, a meeting was organized with Casamadre - the project signed by Alessia Crea and David Parisi, and a preview of the last effort of the Super Duper Hat: a collection inspired by the Gandy Dancers, "the American workers of the beginning of '900 who built the railroad tracks synchronizing their movements through a song". Let alone the very long lines outside the leading stores such as Luisa Via Roma or the red carpet that led a very selected audience in the just opened Prada Boutique. So, a fair that seems not to have known the crisis, or at least that seems to be determined to forget it. At least for a while.
