The guest designer at Pitti Uomo is a coveted spot; previous editions have seen the likes of Paul Smith, Issey Miyake, Raf Simons, Virgil Abloh, and Yohji Yamamoto take over Florence. This year’s programme sees Simone Rocha take her London-based brand to Italian soil, prepping a collection to embody the theme of “The Pitti Pool”. Beginning life as a womenswear brand, in recent seasons, Rocha has expanded its menswear arm extensively, consistently showing co-ed collections during her regular spot on the London Fashion Week schedule.

Speaking on the announcement, Rocha said, “I am excited to share the length and breadth of my menswear proposition, especially with the backdrop of beautiful Florence. I look forward to a new chapter in my work and world, playing with tradition and exploring new ground. I approach it with authenticity and vulnerability, seriousness and playfulness.”