Pitti Uomo might be an insider affair - a bi-annual trade fair that brings together menswear brands from across the globe in the glorious environs of Florence - but its effect is seismic.
Alongside generating a huge amount of tourism for the city, it's also a creative hub and fertile soil for new, emerging labels to reach an international audience.
With the physical event cancelled this month due to Covid-19 restrictions and scheduled to go ahead on a digital platform instead, its Chairman Raffaello Napoleone offers his take on why it's so unique, and plans for the future.
I’ve worked in the fashion trade show business in Italy for 31 years, and 2020 was certainly one of the most challenging we’ve faced.
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