It’s a big step for a small brand to be an exhibitor at Pitti Uomo, the most important trade show for men’s fashion in Florence. When Julian Daynov invited us to be part of his NEUDEUTSCH showroom, we didn’t really know what to expect as we have never been at a trade show with our brand. So in this article we want to share some insights about how we got there, our expectations, preparations and if it was successful for us.
Pitti Uomo
Pitti Uomo is an international trade show for men’s fashion and accessories that takes place in Florence, Italy. It is one of the most important events in the fashion industry, particularly for menswear. The event is held bi-annually in January and June and attracts fashion professionals, buyers, designers, journalists, and enthusiasts from around the world.
Photo: AKAstudio-collective
Photo: AKAstudio-collectivePitti Uomo showcases the latest trends and collections from a wide range of menswear designers, including established brands and emerging talents. It serves as a platform for networking, business transactions, and the exchange of ideas within the fashion community. The event also features fashion shows, presentations, and various cultural events that contribute to the overall experience for attendees.
Its full name Pitti Imagine Uomo and although there are several “Pittis” (one for kids, one for fragrances, …), the one for men is the most popular one and therefore just called “Pitti” or “Pitti Uomo”. It got its name from the famous Palazzo Pitti in Florence where it was held in its early years in the 1950s. Now it takes place in the historic Fortezza da Basso, right next to the city centre.
Our preparation for Pitti Uomo
Although we have already been to Pitti as visitors 4 and 5 years ago, we didn’t really know what to expect being there as an exhibitor as we have never been at a trade show with our brand. We knew there would be buyers, journalists, stylists, influencers and other brands, but we could only guess how conversations with them would proceed, what they would want to hear from us or how to get their attention at all. So we prepared. A lot. For weeks we went through all the scenarios, prepared answers to all possible questions, got aware of the messages we wanted to place, the stores and magazines we wanted to address and couldn’t have done that without the great help, feedback, advices, time and support from our friends.
But before all that, a collection had to be finished. As an independent brand, that sell exclusively via its own online shop, we had the freedom to set our own timelines. But once you get in touch with buyers, you have to apply their calendar which meant that the fall/winter 24 collection had to be finished before Pitti in January 2024. The whole reorganisation made us spend nights, weekends and Christmas in our Studio working on the collection and selecting the pieces we wanted to take to Pitti and I can say that it was definitely worth it and I can’t wait to see them in the store this fall.
The Pitti trade show
Pitti Uomo is located in the Fortezza da Basso, a fort built in the sixteenth century, right next to the beautiful historic centre of Florence. It contains a combination of historic and modern buildings used by the exhibiting brands and a central plaza with an art installation. The fashion brands have different options to showcase their collections: The small ones are in big halls like the Sala Delle Nazioni, where they have little booths with furniture provided by Pitti with the effect, that they all look the same from the outside and only differ from each other by the garments.
Photo: AKAstudio-collective
Photo: AKAstudio-collectiveIn the Padiglione Centrale, the biggest hall with three floors, the brands also have booths, but they are bigger and the brands construct them themselves, so it’s easy to identify each brand. And then there are some huge brands, that have their own buildings or rooms which look like a proper flagship store. Some brands even have their runway shows there. The more budget you have, the more visibility you get.
NEUDEUTSCH showroom
Last year, the Pitti organizers reached out to Julian Daynov to create a showroom for Pitti Uomo 105 with young brands representing new German design. Julian Daynov has been working in fashion for two decades, more than six years as a buyer and fashion director for Saks Fifth Avenue in New York, he is a consultant for fashion and lifestyle brands, concept stores and department stores and a well-connected and welcome visitor at fashion events all over the world. He reached out to us and several fashion, interior and beauty brands based in Germany to be part of the Neudeutsch showroom and show their work at Pitti Uomo.
Photo: F|DREI agency
Photo: F|DREI agencyI really like the name Neudeutsch. In English it means “new German” and it actually has a negative connotation as it is used to describe the English influence on German language. But Julian turned it positive by taking it literally and show nothing else but new German design, brands that have been founded in the last 4 years and that have a big impact on modern German fashion.
The Neudeutsch Showroom was designed as a concept store with a cool lounge area in the centre and the fashion brands around it so the visitors could do both, have a look at the brands and sit down and talk or relax. And it worked. Trade shows are all about standing out and with the Neudeutsch Showroom, we did stand out!
Photo: F|DREI agency
Photo: F|DREI agencyHow did it go
As mentioned before, we didn’t really know what to expect and prepared for all scenarios and we were really lucky we did that. Over the four days, we had plenty visitors from all over the world, who wanted to take a look at our collection, learn about FRNKOW, our brand identity, our values, our processes, our story and wanted to get to know to us in person. We talked to people we already knew and to people we have always wanted to meet but didn’t have the chance yet, we got a lot of feedback (almost exclusively positive), input, new contacts and even did some interviews off the cut.
Photo: F|DREI agency
Photo: F|DREI agencyAnd we talked to the other brands that were part of the Neudeutsch Showroom. We connected to all of them right away, there was no bad blood or competitiveness, it was very friendly and we spent every night having dinner and drinks together. We talked a lot and shared our experiences and challenges and it’s interesting to see that we are all facing the same problems although we are all approaching fashion from different directions.
And now?
So on Friday, after four days, Pitti ended. The whole fashion circus headed to Milan and after that to Paris. But we took the train home. Those four days have been very intense and the two months before that even more, but we are very happy, pleased and ready for 2024! All the interesting conversations and the good feedback on our brand and collection gave us new energy and confirmed us that we are on the right track!