Seoul traders
For the first time in Pitti’s history a South Korean has been named as the guest menswear designer. Juun Wok Jun – the man behind label Juun J – has made the cut thanks to his experimental reinvention of menswear in striking, voluminous pieces. His country’s fashion credentials have also played a role in the fair’s decision to crown him: “Before making a choice like this we look at the figures and how the market is growing, as well as style,” says Raffaello Napoleone, CEO of Pitti Immagine. At Pitti Uomo’s last edition, 277 South Korean buyers visited the fair – only two fewer than those from the US. “It’s a market that is following the same interesting growth that the Japanese market had in the last decades – so we presume South Korea will be one of the markets for the future,” adds Napoleone. In a few short years Pitti could be set for a wave of hallyu: the South Koreans’ term for the creative innovation spilling out of the country.