Florence comes alive in June with the historical PITTI IMMAGINE Fashion shows.

Florence comes alive in June with the historical PITTI IMMAGINE Fashion shows.
It’s an incredible time to be in the city and observe all of the best fashionistas, bloggers and influencers strutting their latest looks.

The origins of this event date back to the early 1950’s when the first fashion shows were staged in the Sala Bianca in Palazzo Pitti, hence the name.    The runway shows in the Sala Bianca marked the beginning of the international success of Made in Italy and the first chapter in the history of Pitti Immagine.

Vital energy, the stunning beauty of flowers has provided inspiration for BOOM, PITTI BLOOMS, the leading theme of this summer’s trade shows. 

New creative ideas that blossom just like flowers: improbable, effervescent and ironic. Sometimes in the form of macro inflatable flowerbeds, odd sculptures or flying bouquets. A fantastic world of original patterns blended with colour contrasts on façades, in areas and on objects. 


The Pitti Immagine events are centered in the Fortezza da Basso, a Renaissance era military complex that comprises structures built from the eighteenth century to the present; and facilities outside the fortress walls: the former customs house – Dogana on Via Valfonda, the nineteenth century Villa Vittoria and the late twentieth century Palazzo degli Affari.

The Stazione Leopolda, the city’s first railroad station is now the venue Pitti Immagine uses to stage events and exhibitions dedicated to the various languages of contemporary living, art and culture.

Florence is regarded by some as the birthplace and earliest centre of the modern fashion industry in Italy and it is also home to many famous fashion designers such as Gucci, Roberto Cavalli, Emilio Pucci and Salvatore Ferragamo to name a few.