The upcoming edition of Pitti Immagine Uomo 105 taking place in Florence on January 9-12, 2024 will host Neudeutsch, a new design showcase curated by Julian Daynov featuring collections and works by around 20 talents who have their creative home in Germany.

The term "Neudeutsch" originally refers to the constant transformation, enrichment and further development of the German language through various intercultural influences and forms of expression.




The design installation, which takes place in the Sala delle Nazioni, takes up the idea of Neudeutsch as a symbolic narrative of the constantly evolving German design aesthetic which is characterized by diverse cultural origins, and moves the new German creative community and significantly influences and defines their work. The project’s curator Julian Daynov is a renowned international trend scout and consultant with expertise in the fields of purchasing, fashion and brand management. For this specific project he has selected a group of established and emerging and up-and-coming brands that challenge the cliché of German design, which is often perceived as one-dimensional, and purely functional.




During Pitti Uomo 105 Neudeutsch will host a mix of young menswear brands with a strong retail focus, that also underline the gender-neutral attitude of the creatives involved. Among the brands it will host there are Acceptance Letter Studio, Avenir, Budde, Equality Perfumes, Frnkow, Haderlump, Hernán, International Citizen, J'ai Mal À La Tête, Marke, Muti, Noam, New Tendency, Obs, Oftt, Sarah Illenberger and Sebastian Herkner.



"In recent decades, Germany's major cities have served as incubators for a new wave of innovative design talents who are inspired by diverse forms of art and design and consider Germany as their creative home," said Julian Daynov. "For me Neudeutsch reflects precisely this cultural diversity and presents a range of contemporary aesthetes whose design language is rooted in their respective cultures of origin, but who have emerged in the German subculture and business landscape, thrives and grows," he added.




"For some time now, we have been toying with the idea of giving new German designs a platform,” commented Antonio Cristaudo, chief commercial and development officer, Pitti Immagine. "Now, in Julian, we have found a partner who understands both the design with the design requirements of buying and the economic demands of the retail business. This balance is crucial to professionally serve the interests of our industry. With the Neudeutsch showcase, we would like to confirm once again that the German fashion community not only makes an important contribution to the success of Pitti Uomo, but also plays a key role in the success story."

 

 

 

READ ALSO:

The Shows

Todd Snyder will be next Pitti Uomo’s “Designer Showcase”

Read more →

The Shows

Magliano is next Pitti Uomo’s Guest Designer

Read more →

The Trends

Discover the four coolest "hero" trends seen at Pitti Uomo

Read more →

The Shows

Why participating last Pitti Uomo was worth

Read more →