p>Pitti Immagine Uomo will be held in Italy, June 12 to 15, 2018.

This is a fashion tradeshow for menswear and contemporary lifestyle and serves as a space focusing on research into menswear and boosting the forward-looking edge of fashion through its various sections.

This year, the fair is set to be more of a lifestyle-oriented tradeshow than a regular business event for participating brands and buyers.

The event has garnered a lot of interest owing to its combination of important runway shows, a plethora of high-quality specially-designed events that reflect the theme of the season, and the constant renovation of its spaces.

The theme for this year is P.O.P. Pitti Optical Power, which revolves around the concept of optical illusions. It is suggestive of a visual and virtual spectacle that elicits new horizons of perception and perspectives on reality.

A new space spread across 500 square meters that doubles as a bar and lounge aims to make the Pitti experience a bit different by also hosting conferences apart from the regular exhibits and showcases.

The P.O.P. Arena is designed in a hypnotic style by designer Sergio Colantuoni, in line with this season’s theme. Decorated in optical technicolor, the space will make the Pitti experience even more enjoyable for exhibitors and visitors alike.