The 81st edition of Pitti Uomo hosted a project in collaboration with the Tokyo Fashion Week and the “Cool Japan Strategy Promotion Program” of the Japanese Ministry of Economy, which led to Florence some of the most exciting emerging brands. In the Lyceum pavilion have been involved over 20 brands and designers selected by Yuichi Yoshii, who experienced the fashion business for more than 15 years directing some of the most successful shops in Japan. The main event of the “Tokyo Fashion Week in Italy” has been VERSUS TOKYO: an exhibition of special selected Icon-items, which paid a tribute to the fashion design scene of Tokyo.
|AMBUSH by Verbal and Yoon|
|STEAM AND THREAD by Yoshihiro Nakane|
|FACETASM by Hiromichi Ochiai|
|PHENOMENON by Takeshi Osumi|
|.efiLevol by Takuya Tobise and Seiji Akutsu|
|BLACKMEANS by Yujiro Komatsu, Masatomo Ariga, Takatomo ‘ANI’ Ariga|
RADIO EVA was the other special event hosted in the Lyceum. A contamination between the creative world of Japanese animation and the fashion world, presenting a collection under the direction of the brand FUGAHUM.
|FUGAHUM by Akiyoshi Mishima|
Once a friend of mine who works in the fashion business, told me that the Japanese are very particular costumers, especially the younger generations. A lot of them are tired of receiving fashion inputs from Europe, because they cannot really express themselves through our aesthetics. They are trying to propose a new kind of style, aiming to the global scene and not only on local urban-subcultures.
I found the Yuichi Yoshii‘s global vision on the fashion system so interesting (quote from the interview on e-pitti.com): – There is a system that has gone on for decades and that to me at themoment seems really worn out. It is too hard to accept for some people that somehow the system is broken and that it has to be reinvented or it will drown. In Tokyo, for example, we are beginning to create a direct link between the brand / designer and the final customer. How? For example by selling tickets for fashion shows… as if you were going to a concert. A more targeted communication to the customer, get the costumer to really get to know the designer and his cultural background. The customer is eager to know, we just have to instruct them. I think the Italian system is a little bit antiquated, except Madame Prada of course.
|“A Workroom by Ryoji Okada”|
Even in the previous edition of Pitti Uomo, there were Japanese brands such as “A workroom by Ryoji Okada”, the ready to wear line of one of the most important and famous tailors in Tokyo. His eclectic style is perfect for the international dandy customer who looks for special details and refined cut.
|Spingle Move shoes|
Spingle Move is a home-made sneaker brand from Fuchu, a small town near Hiroshima.
Spingle Move sneakers are on the scene for at least 10 years and are recognizable thanks to the original vulcanized rubber sole matching the urban shapes of the upper part made with genuine leather.
The grand finale of the event was the Japanese-party held on January 11th at Palazzo Capponi all’Annunziata, the second largest palace in Florence after Palazzo Pitti.
In the grand frescoed ballroom there were DJ set and video projections from the Tokyo fashion week shows. The dinner was definitely the acme of the party: fantastic traditional ramen made by Hide-chan and prepared under the eyes of the guests. An endless queue to have it, but it was delicious.
|Entrance hall of Palazzo Capponi all’Annunziata|