As we are approaching yet another Pitti Uomo, probably the world’s most important fashion fair for high quality menswear, Pete & Harry would like to give you the complete guide to this sartorial funfair.
Pitti Uomo holds a unique position among menswear trade shows, there really isn’t another event with such a clear focus on tailored and high-quality menswear.
So what exactly is Pitti Uomo? Originally, it was strictly a business affair. Founded in 1972 with just 42 exhibitors, it was a place where premium clothing, accessory, and footwear retailers and sellers met to do business. Today, with over 1,000 exhibitors, the fair has moved from the Hotel Villa Medici to the Medici family’s 100,000-square-meter fortress, Fortezza da Basso, located just at the edge of Florence’s historic center.
The growth in both buyers and exhibitors is only a small part of what has made Pitti Uomo such a vital industry event. Today, it’s more of a hybrid between a trade fair and a style festival, attracting stylish men from around the world – many dressed to the nines in hopes of being photographed by fashion photographers from prominent magazines, websites, or other digital media. Silly? Sure! But this spectacle is part of what has driven the show’s massive growth over the past two decades.
Much of the credit, or blame, depending on how you view it, goes to the Japanese magazine Leon, which in the early 2000s began publishing photo spreads of the fair’s most stylish visitors. Later, Scott Schuman’s blog The Sartorialist fuelled interest further by doing much the same, but for a Western audience.
Today, Pitti Uomo is covered not only by leading style media around the world but also by the business press. Trends seen on the streets of Florence during Pitti often appear in stores worldwide within the next three years. The week is packed with events hosted by brands and style media, all competing to attract the most influential visitors.
As a first-time attendee, it can be overwhelming and hard to get your bearings. That’s why we’ve put together the definitive guide for any first-time visitor to Pitti Uomo.
Follow a Veteran’s Lead
This is incredibly helpful when it comes to identifying the most interesting exhibitors, the nicest attendees, the best restaurants and bars, and the most enjoyable events.
The Fairgrounds
Fortezza da Basso is HUGE—100,000 square meters. The grounds are filled with exhibition halls displaying everything from neon-coloured streetwear to hand-tailored suits from the world’s top tailoring houses.
Entrance to Fortezza da Basso:
This is often where photographers from the world’s top style outlets wait to capture the most influential and stylish personalities entering the venue. It’s also a common meeting point for attendees before heading inside together.
After entering the fortress gates, follow the crowd through the building where your entry pass is scanned. (We recommend using the digital version via Pitti’s app to avoid long lines for paper passes.)
Main Pavilion
If, like us, you’re interested in tailoring and accessories at the highest level of craftsmanship, the Main Pavilion should be your first stop. Here, luxury giants like Brunello Cucinelli, Caruso, and Stefano Ricci stand alongside smaller artisanal brands such as Sera Fine Silk, TBD Eyewear, and a wide range of lesser-known names beloved by style enthusiasts.
The building spans three floors, with well-known brands typically on the ground and top floors. The lower floor often houses exciting newcomers—and sometimes, big names looking to keep things edgy.
You’ll also find a few restaurants inside, but honestly, the better dining options are just a short walk away from the fairgrounds in terms of both atmosphere and food quality.
Pitti Square
If you’ve seen street style photos from Pitti Uomo, you’ve likely seen the famous little wall where the fair’s most colourful attendees, known as “Pitti peacocks”, pose for photographers. This square just outside the Main Pavilion is also a gathering spot for many who’ve come to view the exhibits and are often better dressed than those posing on the wall.
You might spot style icons you usually only see on big Instagram accounts and in fashion media. Just be warned: in summer, the square is scorching hot, with no trees or tall buildings to provide shade.
Other Exhibition Buildings
Before exploring other exhibition halls, check in advance which brands you want to see—this is a general tip for visiting the fair. Interesting names (especially from Japan) are often scattered throughout the area, including in the Futuro Maschile halls.
Restaurants and Bars
Florence is a haven for food and wine lovers, so it’s nearly unnecessary to include a guide here. However, if you’re hoping to run into other Pitti attendees, here are a few popular spots:
- Caffè Gilli (Via Roma 1): Florence’s oldest café (270 years) and the busiest Pitti watering hole. Expensive, crowded, sometimes rude staff—but unbeatable for people-watching.
- Harry’s Bar (Lungarno Amerigo Vespucci 22): Quieter and more refined, with excellent drinks and old-school Italian charm. A favorite of more discerning guests.
- The Fiddler’s Elbow (Piazza di Santa Maria Novella 7): A surprising pick—an Irish dive bar—but it’s a hub for British attendees, including Savile Row tailors and craftsmen. Don’t wear your best shoes—there’s a high risk of spilled beer!
- Buca Mario (Piazza degli Ottaviani 16): Pricey but great for a classic bistecca fiorentina. Popular with brand reps wining and dining potential buyers.
- Trattoria Cammillo (Borgo S. Jacopo 57): A gem near the Arno river. Amazing food and top-notch service. We had a tuxedo dinner here with La Bowtique and spotted about 30 other menswear notables.
- Il Profeta (Borgo Ognissanti 93): Possibly Florence’s friendliest family-run restaurant with surprisingly affordable dishes. Ask the owner Claudio about their John Travolta pasta!
Events
- Plaza Uomo Party: Now an institution. Up to 1,000 guests mingle in the stunning Palazzo Budini Gattai and its lush garden. Invitations are hard to come by—but if you get one, you’ll meet everyone worth knowing at Pitti.
- W.M. Brown: Matt Hranek’s magazine often celebrates a new issue during Pitti with plenty of Negronis. A more intimate event—invites are limited, so connections help. Recently moved to the garden at Sina Villa Medici.
- Liverano & Liverano: The iconic Florentine tailor hosts a gathering at their showroom on Via dei Fossi 43. Expect deep dives into tailoring and fabrics with fellow enthusiasts. Invitation required.
- Official Pitti Events: Pitti Immagine also organizes events during the week, often inside the fairgrounds. These may include fashion shows or brand showcases and sometimes don’t require a formal invite—especially if you’re attending as press.
Other Must-Sees in Florence
While any travel guide will point you toward Florence’s top sights, here are a couple that are always worth a visit:
- Duomo di Firenze: One of the most awe-inspiring buildings you’ll ever see. Construction started in the 13th century and finished in the 15th. It dominates the city skyline and makes a great meetup point.
- Palazzo Pitti and Boboli Gardens: Since much of Florence’s history is tied to the Medici family, a visit to their palace and gardens is a must. Inside are near-Uffizi-quality Renaissance art collections, and the gardens climb a hill offering panoramic views over Florence.
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