Pitti W Expands Its Boundaries and Is Starting

From 16 to 19 June 2009 Florence will host the fourth edition of Pitti W_Woman Precollection, the Pitti Immagine fair-event dedicated to women’s collections and held concomitantly with Pitti Uomo 76. A special selection of about 60 international brands will present exclusive showings of their 2010 spring/summer collections at the Dogana and Villa Vittoria, two outstanding venues practically next door to the Fortezza da Basso.

“Pitti W_Woman Precollection is expanding its scope” says Agostino Poletto, deputy general manager of Pitti Immagine, “and will be presenting important innovations at its two venues. On the one hand the event is becoming broader to include vintage and artistic perfumery with two dedicated projects at the Dogana location. On the other hand, at the Villa Vittoria, that hosts the special Designer Collection area, the context will be more international than ever showcasing collections by the most talented young designers on Made in Britain labels. This is how Pitti W confirms and maintains its vocation for scouting and selectivity which, in just a few seasons have made the event the ideal place for launching innovative women’s fashion projects and brands with huge potential. Pitti W shines the spotlights on an exclusive number of women’s clothing and accessory collections by established designers and by new names already known to the trade. It is a project conceived for the press and the top international buyers most interested in research and experimentation and they will find it at Pitti W_Woman Precollection in a setting by Oliviero Baldini”.

Once again, it will be the Villa Vittoria that hosts the Designer Collection area devoted to brands that best interpret the concept of design research in feminine elegance. This edition will also feature a special area for a group of enfants terribles from the British fashion scene, who star in London’s Fashion Week. Buyers who come to Florence will have the opportunity to view previews of the collections by Christopher Kane, Emma Cook, Markus Lupfer, Preen and Richard Nicoll, along with names such as Bex Rox, Carta e Costura, Dominic Jones, Isabella Tonchi, Issa, Lala Berlin and Leopoldo Giordano.