There is something special about how a simple piece of fabric can have the power to tell a message and create a connection between people. That’s why the theme for the 97th edition of Pitti was “Show your flag”: flags, just like clothes, are a symbol of cultural heritage, belonging, feelings. In a word, identity. Like in a summit of nations, each with its own flag, for four days Pitti hosted a multitude of brands, each with their own personality and stories to tell.
Of course, we would never miss an edition of Pitti, and once again we were in beautiful Florence from the 7th to the 10th of January to showcase our Winter 2020 collections at our booth in Padiglione Centrale. As always, remaining loyal to our roots, we were inspired by the beauty of Italy and its territory and with our new silk products we narrated a voyage through our country, with its colours and flavours.
At our booth in Fortezza da Basso we presented our new silk accessories for Winter 2020, including new silk scarves, ties, suspenders and bowties.
We also created two new pocket squares collection: the first, called"Italian Holiday", is inspired by six of the most beautiful and famous Italian cities, that are part of our identity and are a symbol of our country and history all over the world.
We also made a new addition to our wines collection
as we chose to inspire a new collection to the rare Recioto, a gold-coloured sweet wine from Veneto.
As we expected, Pitti 97 did not disappoint us: we met new customers and caught up with the old ones.
Our photographer, Andrea Natali, captured some of the best street style looks from Pitti people' street styles and of course nothing could make us prouder than seeing our #serapittisquad of cool modern gentlemen wearing Serà Fine Silk accessories.
( Top: @sartorialee wearing our new Burgundy Paisley Scarf )
(Top, on the left: @theplayersmagazine wearing our Grecale Gold Wool & Silk scarf)
We would like to thank all our customers, current and new, and all of our supporters, for doing business with us and for stopping by our booth to find out more about the creative process behind our made in Italy silk products.
See you in July for the next Pitti experience, Florence!