As a sample group, my fellow flyers en route to Florence from London provided an accurate dress rehearsal for what to expect at this season’s edition of Pitti Immagine at the Fortezza da Basso. The staff on my too-early Vueling flight, however, were visibly perplexed. Both sides of the aisle were packed with well-preened men, cocooned in knitwear and donning big hats, bigger sunglasses and even heftier coats. One flight attendant appeared to think that he had landed in an alternate universe populated solely by silver-haired male models with a penchant for cashmere. He didn’t appear perturbed; neither did I.
There’s a focus among the trade fair’s exhibitors on high-quality fabrics and functional designs. Naturally, Italian heavyweights such as Herno and Brunello Cucinelli are standouts in this field. Elsewhere, stands such as that of Japan’s J-Quality project highlight regional prowess. This project, which boasts Masato Koyama of Heugn as its design director and Hirofumi Kurino of United Arrows as a consultant, is showcasing the manufacturing expertise of factories across the country.
As is often the case with big industry events, the real takeaways are not found in press releases but rather whispered among the stands. The word on the street is that 2025 will be a year for the fashion industry to regroup while cherishing its loyal, wealthier customer base by focusing on quality. Brands have been buoyed by the presence of buyers from the US and South Korea – many of whom are feeling creatively fuelled by a drift away from a younger, cash-strapped clientele. In hushed tones, I was told that the world of luxe menswear was struggling to resonate with Gen Z after a period of marketing logo-heavy clothes and accessories to appease a more youthful audience. Judging by the sartorial savoir-faire of the seasoned, elegant crowd on my untimely flight, well-made and well-cut menswear never needed rebranding in the first place.
Grace Charlton is Monocle’s associate editor. For more opinion, analysis and insight,
subscribe
to Monocle today.