DECEMBER and CHRISTMAS IN FLORENCE: shopping and culture
Directions by car to Florence Hotel Il Guelfo Bianco
Outdoor walkings in Florence
  • DECEMBER and CHRISTMAS IN FLORENCE: shopping and culture
  • Directions by car to Florence Hotel Il Guelfo Bianco
  • Outdoor walkings in Florence

Pitti Moda Fashion in Florence

Min. reading

Journey through the history of fashion.
From the “Sala Bianca” in Pitti Palace to the Fortezza da Basso

Pitti Moda Firenze (Pitti Fashion Florence) has been offering unmissable events for fashion and style lovers to keep up with the latest trends for decades, as well as keeping on top of the International and Italian news. Its history includes the intuition that changed the role of Italy in the field of high fashion and an event that summons international brands, designers, journalists, related professionals, fashion bloggers and fashion addicts.

The journey through the history of Italian fashion shows Florence as its starting point, beginning at the Villa of a noble family from Lucca to the Grand Hotel, passing through the Sala Bianca in Pitti Palace and finally arriving at the present day In Fortezza da Basso.

It was 1951 when Giovanni Battista Giorgini understood the need to make Italy a centre-point as far as fashion shows were concerned. On the 12th of February in that same year, journalists and buyers, after being in Paris, were invited to Villa Torrigiani for the First Italian High Fashion Show, dedicated to fashion for women.

Because of the great success of this intuition – The Paris Press described it as “a threat for the monopoly of the high fashion exhibitions in Paris”- the event was held firstly at the Grand Hotel of Florence and later on in 1952 in the Sala Bianca of the Palazzo Pitti, a cozy and elegant environment, with its Bohemian crystal chandeliers and the pure white walls: the perfect place to enhance what became one of the most famous fashion events, which took its name from Pitti Palace itself. A wonderful venue for the enhancement of beauty and creating the legend of the “Made in Italy” brand all over the world, displaying its innovative ideas, the high quality of its fabrics and its unrivalled elegance.

In this story, number 2 is a recurring number marking most of the important steps of the Pitti Moda in Florence: in 1972 Pitti Uomo was born, focusing on male ready to wear fashion, and today it has become an unmissable international event for launching and discovering new trends in menswear. Ten years later in 1982, the event was organized at the Fortezza da Basso, the main venue for exhibitions in Florence, near the railway station of Santa Maria Novella and our Hotel Il Guelfo Bianco.

Pitti Uomo is four days surrounded by men’s fashion, as well as numerous events and parties held during the fascinating, dynamic and surprising high fashion days in Florence. There you can meet national and international brands like Roberto Cavalli, Enrico Coveri, Salvatore Ferragamo, Gucci, Patrizia Pepe, Emilio Pucci, Ermanno Scervino, who also have their own fashion house in the centre of Florence.

Pitti Immagine, the company that manages these events, also organizes days of creativity, meetings and sharing dedicated to women’s fashion (with Pitti W), childrenswear (with Pitti Bimbo), best achievements in fashion and latest lifestyle trends. There are so many events throughout the year offered by Pitti in Florence!

The next event will be from the 8th to the 11th of January 2019, when Florence will be the home to the 95th Edition of Pitti Immagine Uomo. The theme will be“Are you in or out the box?”, a multi-sensory journey at the discovery of all the pavilions – a design set that is the concept of the lifestyler Sergio Colantuoni.

So make sure you schedule your next stay in Florence at the Hotel Il Guelfo Bianco for Pitti Moda: the next appointment for 2019 is from the 8th to the 11th of January. Be a part of the history of style, because, as the icon for elegance, be protagonist of the storytelling of style!


Coco Chanel teaches us: “Fashion fades, only style remains the same.”

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