Luxury Briefing: How luxury brands are using Pitti Uomo to enter the European market

9 hours ago 5

This week, a look at some of the international brands descending on Florence for this season’s Pitti Uomo. The event has increasingly cultivated a larger number of non-Italian and non-European brands, many of which are using the event to get a deeper foothold in the valuable European market.

Pitti Immagine Uomo, the menswear trade show held twice a year in Florence, kicked off this week. And this year is continuing a trend that began in 2024: Pitti is becoming more international.

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