Top image: Salvatore Ferragamo FW19

This year’s Pitti Uomo is shaping up nicely. Following the news that both Clare Waight Keller will present her debut Givenchy standalone menswear show and US artist Sterling Ruby will reveal a new fashion line at the Florence trade fair, now comes the announcement that Salvatore Ferragamo has chosen Pitti as the location for its upcoming SS20 menswear collection.

Having previously chosen to combine its menswear and womenswear for several seasons, this upcoming season will see the Florentine brand once again provide menswear with its own platform in order to “explore the multidimensional Ferragamo man in the limelight of Florentine prestige”.

Having taken the role of creative director in February this year – having previously held the position of women’s creative director of Salvatore Ferragamo – this temporary relocation to Florence marks a bold step for designer Paul Andrew as he carves out his brand vision.

“Florence has always been a creative and inspirational platform for Salvatore Ferragamo and for our founder,” says Paul Andrew, creative director. “Pitti Uomo is therefore the natural location for expressing the contemporary vision that represents us today: strong cultural continuity between different generations, with a constant eye to the future.  It is an opportunity for emphasising our DNA, that added value that makes us distinctly unique. This collection, on which I am working with our Head of Menswear, Guillaume Meilland, will embrace the creative essence of Ferragamo’s male universe.”

The Salvatore Ferragamo SS20 menswear show will take place on Tuesday 11th June during Pitti Uomo.