Serà Fine Silk has returned to the beautiful city of Florence once again for Pitti Immagine Uomo, the largest menswear trade show in the world. This exhibition was held at the Fortezza da Basso in the heart of the city from June 13-16, 2023. In preparation for the event, we created new collections, designed several displays, and ensured that every detail would be absolutely perfect. And of course, Pitti 104 was a dream come true! 


Pitti 104 Pitti Games Pitti Uomo 104 Entrance


The theme for this edition of Pitti Uomo was Pitti Games. Games, just like fashion, are versatile experiences that allow you to take risks, try new strategies, connect with others, and create joy. Games allow for playfulness in a world that can often be too serious, and the people of Pitti definitely brought this energetic spirit with them. We had a wonderful time discussing our passion with current and new clients, as well as connecting with individuals who share the same values of quality, luxury, and style. 


Both games and styles thrive when you combine the classics with modern moves. To maximize the experience of Pitti for our clients, we brought back our beloved staples but also presented exciting new collections. Since our last time at Pitti in January, we have added an array of gorgeous silk pocket squares to the Serà Fine assortment. Our two new collections, Etna Bianco and Milano, are inspired by the Sicilian wine and Italian metropolis, respectively. Revealing these collections for the first time at stand R/25 was super exciting, as we always love to show you our new projects! But of course, our tried and true classics made a return as well. 




Our two new collections show a new side of Italian beauty and culture that we have not yet explored, and Pitti was the perfect time to introduce these.

Etna Bianco, inspired by the stunning wine appellation on the slopes of Sicily’s most famous volcano, features six new pocket squares: Prickly Pear, Gooseberry, Fresh Almonds, Plums, Black Pepper, and Acacia Flowers. The collection's color palette takes inspiration from the wine's fragrant aromas, while its print is based upon a combination of southern Italian tiles and Testa di Moro.

Serà Fine Silk Etna Bianco pocket square collectionMan wearing Serà Fine Silk Plum Etna Bianco pocket square

 Milano, inspired by the beauty found within pockets of the city during all hours of the day, features six pocket squares as well. Sunrise, Daylight, Sunset, Dusk, Twilight, and Midnight display the wide range of the city's beautiful hues with a print inspired by a hidden gate behind the Duomo cathedral, a detail the lovers of the city will have noticed.

Man wearing Sunrise Milano pocket squareSerà Fine Silk Milano collection



As you all know, Pitti attendees are known to dress in their best for the event - and everyone lived up to the high expectations. We spotted many dapper men sporting Serà Fine Silk pocket squares and bandanas and we want to share their awesome styles with you. Check out the all of the #serapittipeople rocking Serà Fine Silk below: 


Spotted in Serà Fine Silk. From left to right: Guiseppe La Spina, Francesca Serafin, Fabio Attanasio, Amer Ejjeh. 
Pitti Pocket Square Style: Giorgio Giangiulio sporting our Monterosso Pocket Square.
Beautiful day for a Bandana: Carlos Domord seen in our Amore Fai Presto - Green Cotton & Silk Bandana.
Perfect summer look: Eric Mannby wearing our Guarda che Luna - Blue Silk & Cotton Bandana.
Fabio Attanasio proving our Capri Pocket Square looks dapper anywhere.
In good company: we love spotting our stylish friends rocking Serà Fine Silk. From left to right: Eric Mannby, Francesca Serafin, Michèle Free, Andy Poupart wearing our new pocket square Milano. Christian Webster wearing our pocket square Manarola


Pitti 104, you definitely did not disappoint. We are genuinely beyond grateful for this opportunity to share Serà Fine Silk with the world. A week of wonderful memories has us already looking forward to coming back for the next edition in January. Until next time, Florence...see you in January 2024!

Florence Cathedral at SunsetRainbow in Florence Italy
June 22, 2023 — Ava Mikola
Tags: Events PITTI

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