Fernández y ROCHE hats make their way to Pitti Uomo

Firenze becomes the ideal stage for our SS23 collection

Another edition of the Pitti Uomo exhibition is coming to an end: the fair where men’s fashion invades Firenze. In its 102nd edition, from June 14th to 17th, the emblematic Fortezza da Basso building is dressed up with hundreds of exhibitors from all over the world, dedicated to high quality textiles and accessories.

During these days, we can enjoy the latest trends in the street, with looks ranging from minimal to extravagant: Pitti fair is the perfect time to express your personality through fashion.

Predictions for Pitti Uomo 102

An exhibition with so much history behind it knows perfectly well what one of its editions is going to look like. In these summer days, the ‘Pitti Predicts’ announced that the influence of the new buyers – Millennials and GenZ – and the commitment to bright colours would mark the 102nd edition of this fair.

Source: Pitti Uomo

Increasingly, the public is demanding greater commitment from brands and that their universe identifies completely with them, so their values must be very well defined. A vision that we share because, at Fernández y ROCHE, we are always committed to craftsmanship, the quality of the raw materials and evolution.

And, of course, after almost two years of pandemic, in which neutral tones and comfort prevailed, we returned to a much more fun and cheerful fashion. Vivid colours in new accessories, matching both smart and casual looks.

Source: Pitti Uomo

On the other hand, diversity and inclusivity are here to stay. For this reason, the 102nd edition of Pitti Immagine Uomo paid tribute to two influential female designers recognised for their contributions to conversations about masculinity: Ann Demeulemeester and Grace Wales Bonner.

The hat paradise of Fernández y ROCHE

And what happened to our brand? From June 14th to 17th we were able to present, exclusively, our SS23 collection, as well as some of the brand’s star pieces. Our little corner: stand N. 35 Sector M in the central pavilion of the Fortezza da Basso, a space decorated with the most characteristic symbols of Fernández y ROCHE.

For next summer, we opted for our selection of classic and timeless hats, perfect for creating a wardrobe in neutral tones. Of course, we don’t forget the trendy pieces, where the colours and finishes of each hat will add an original touch to summer looks.

When it comes to caps, next year we’re going for daring prints! We wanted to combine pastel tones with striped fabrics to create fun accessories that remind us of sunny afternoons, beaches and friends. Which is your favourite model?

And finally, we would like to thank the Pitti Uomo organisers for letting us set up a little piece of our Sevillian paradise in the centre of Florence. Next year, more and better!

Fernández y ROCHE.

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