BENIBECA IN "PITTI UOMO". L'ALTRO UOMO. Stand 48. Arsenale Piano terra

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13 - 16 June. Florence. Italy.

Every season, the fashion world puts in place the mechanisms and springs that make trends possible, in inevitably exciting, evolving and unforeseeable ways.

A whole series of platforms for the presentation of new collections are taking place gradually and orderly around the globe: Milan, Paris, New York, Madrid, London and other major cities. Weeks of fashion, more promotional and specialized fairs focus on the commercial field and form an agenda full of events unavoidable for professionals and lovers of fashion.  Without a doubt, for menswear, everything always starts in Florence, at the fair Pitti Uomo, where all the actors of the industry meet to define the guidelines that will govern men’s wardrobes months later.

From 13 to 16 June 2017, brands, designers, buyers and journalists will take the Fortezza da Basso, one of the most intimidating Florentine constructions of the Medici, to celebrate the 92nd edition of Pitti Uomo in putting together the masculine tendencies for Spring -Summer 2018. Within the walls of this fortress, will be a gathering of a true microcosm of creators from all over the planet. Particularly for Benibeca, the essential decision to be present as an exhibitor with their bathing suits, will demonstrate their intent and strength in offering a unique product of first quality, design and, above all, fulfillment of the needs of  contemporary men.

Every season the fair proposes a thematic axis and in this occasion it has been subtitled 'Boom, Pitti Blooms', to underline a metaphor...the flowering that male fashion is experiencing in our days, and whose direction is creatively being guided by lifestyler Sergio Colantuoni. Exhibitions of art, pop-up stores, parades, presentations and the incomparable historic setting of the site, all will make the fair an experience for the senses. Inclusively of its most important assets are the visitors… men who make style a way of life, and whom are an inspiration for the participants of this event. In this edition, a total of 1,220 brands and collections will be presented, with a notable presence of names from outside Italy.

540 exhibitors (44.2% of the total), will be distributed along an impressive exhibition area of 60,000 square meters, sub-structured into 15 thematic spaces to create a more expeditious visit. Benibeca will be part of the section

“L'Altro Uomo,” dedicated to clothing and accessories brands holding forerunning creative talents capable of implementing new changes in the taste of society. A featured space designed by Andrea Caputo Studio, has been created with the intention to underline the nature of the section- showcasing the vanguard of style. 

The influx of visitors is expected to break the record of the previous January edition, which rose above 30,000 visitors. More than 25,500 of those attendees were buyers, with 8,400 arriving from outside Italy. 

Spain is one of the main countries whose firms bet on Pitti Uomo for the commercialization of their collections. In this edition, 37 Spanish names will be present at the fair, with Benibeca being a luxury debutante within the swimwear sector for men. Benibeca is heading to Florence full of unparalleled fervor, great integrity and ready to take its place as a truly distinctive trailblazer in its category.

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