Dolce & Gabbana to take haute couture to Florence with Pitti

By

Edoardo Meliado

Published
Jun 27, 2020

Following the cancellation of Pitti Uomo due to Covid-19, Florence is stepping back into the fashion spotlight this September with a special project organised by Pitti Immagine in order to support the reboot of the sector. The event's guest of honour will be luxury brand Dolce & Gabbana, which is bringing its Alta Sartoria and Alta Moda collections to the Tuscan city. 
 

The location of the event, which will take place on 2 and 3 September, has not yet been decided and will be announced at a later date, explained Pitti Immagine in a release. The runway shows will also feature creations from a group of Florentine craftsmen selected by brand founders Domenico Dolce and Stefano Gabbana.
 
"Bringing our work to iconic places in the city is a dream come true. Even more so is the ability to work in close contact with the city’s artisans, who preserve valuable and timeless know-how in their shops. We would like to thank Florence and Pitti Immagine for this opportunity; together we will give life to a new Renaissance, a new Rebirth that is completely Italian," said the designers.

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In this way, Florence is hoping to become a symbol of rebirth as the industry continues to face the effects of an unprecedented crisis, having been forced to cancel iconic events such as Pitti Uomo, which has been converted into an exclusively virtual trade fair this year. 

"The Dolce & Gabbana special event represents a strongly optimistic message arriving from the fashion system. It is the signal that we are back up and running and ready to restart," said Pitti Immagine CEO Raffaello Napoleone. 

"It will accompany and convey value to the summer collections and firms present on the Pitti Connect digital platform, while also presenting a preview of the climate we will return to experience in January with the reopening of the physical trade shows for the winter collections," added Napoleone. "It will be a fashion show that will leave its mark behind."

The shows will be streamed on both the Pitti Immagine and Dolce & Gabbana web platforms. The project is being promoted by Centro di Firenze per la Moda Italiana and the City of Florence, and has been developed with the contribution of Fondazione Pitti Discovery and the extraordinary grant of the ICE Agency. 

Prior to the event in Florence, Dolce & Gabbana will take part in Milan's first ever digital fashion week on 15 July, when the brand will host a menswear show in the gardens of Humanitas University, an event which marks the label's return to the official calendar of the Camera Nazionale della Moda Italiana.