Pitti Immagine announces a partnership with Mini

By

Dominique Muret

Published
Dec 19, 2014

Pitti Immagine is partnering up with Mini. The Italian trade shows organiser and the famous English car brand held by German group BMW have signed an agreement which will see them joined for the first time for a number of shared projects in 2015 with special attention paid to "young designers, featuring the most original lifestyle trends and urban culture," the partners indicated in a press release.

This partnership concerns the two editions of the Pitti Uomo menswear trade fairs, in January and June 2015, as well as two other trade fairs organised by Pitti Immagine in Florence: "Taste" from 7 to 9 March, and "Fragranze" from 12 to 14 September.

The trade fair organiser has not specified the nature of these projects, other than that the carmaker will provide economic backing in the framework of the next Pitti Uomo, "especially in projects dedicated to young designers," while Pitti Immagine will serve as a connection for Mini, which leads several derivative products, to get closer to the world of fashion, all while giving it a new visibility.

The support of the maker of the iconic car will notably be materialised in the framework of the "The Latest Fashion Buzz" initiative, a section of Pitti Uomo that focuses on young up-and-coming brands and the most innovative trends in contemporary men’s fashion, and in the framework of Pitti Italics, the project that promotes and supports new generation fashion designers. 

Another project is also currently being worked out for the Milan Furniture Fair, scheduled for 14 to 19 April 2015.