SEOUL, July 4 (Korea Bizwire) – The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency said on July 3 that they lent support to Korean fashion brands participating in the 86th Pitti Uomo, one of the world’s most important platforms for men’s clothing and accessory collections, in Italy’s Florence for four days between June 17 and 20 and succeeded in making deals worth as much as 1.65 million euros (approximately US$2.25 million).
In commemoration of the 130th anniversary of the Korea-Italy diplomatic relationship, seven Korean designers, including Koh Tae-yong, SuhByung-moon, Lee Joo-young, Jang Hyung-chul, Choi Jin-woo, Han Hyun-min, and Hong Seung-wan, were featured in a special booth called “Concept Korea at Pitti Uomo.”
Italy’s major fashion magazines such as L’Uomo Vogue and Cosmopolitan featured news articles about Korean designers. The Cosmopolitan magazine said in a feature story, “Korean fashion brands have reestablished simplicity in their design.”
In addition, Lapo Elkann, the former Fiat Group marketing manager and Juventus FC owner, showed keen interest in the “Ordinary People” fashion line on display by Jang Hyung-chul.
The Korean designers have been offered partnership deals. For example, designer Koh Tae-yong was given an offer by Italian brand Fessura. Managers from French brands such as Tranoi and Who’s Next visited the Korean booth to request for participation in fashion shows in their country.
Launched in 1972, Pitti Uomo has been held twice a year in January and June in Florence and elsewhere in Italy. In the 86th event in June, as many as 1,100 brands have set up booth, with more than 20,000 marketing and merchandising managers and 16,000 fashion professionals visiting the site.
Written by Sean Chung (firstname.lastname@example.org)