Opinion / Natalie Theodosi
Returning to form
The menswear industry has been having its biannual international reunion at Florence’s Pitti Immagine Uomo fair this week, with more than 600 brands setting up booths across the Fortezza da Basso and guests flying in from all over Europe and the US. You can feel the buzz in the city’s streets, where tourists rub shoulders with fashion professionals who stand out in their smart, white suits. This is in stark contrast to January’s edition, when coronavirus travel restrictions dampened an attempt at a comeback and reduced the number of exhibitors.
The fashion industry thrives on in-person contact, hence the renewed optimism at the fair. Exhibitors also speak enthusiastically about the return of US buyers, whose orders are now exceeding pre-pandemic levels. “This felt like an arrival,” says London-based Grace Wales Bonner. Her spring/summer collection, presented at the Palazzo Medici, made clear her ambitions to grow beyond the UK capital and create fashion’s next luxury house.
Copenhagen’s Silas Adler was also in town to kick-start celebrations of his label Soulland’s 20th anniversary. “This feels like a hybrid between a fashion week, a fair and a festival,” he tells Monocle. “There’s a lot of anticipation around the shows that take place here and we wanted to take on the challenge.”
Perhaps the biggest display of confidence has come from brands opting out of gimmicks and re-embracing their identities. Conversations have shifted away from NFT launches to the joys of craft, natural fabrics and long-lasting products. Fashion is back on the runway – and on track.
Natalie Theodosi is Monocle’s fashion editor.