Associação Selectiva Moda
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Portugal is the guest country of Pitti Uomo’s 95th edition, the largest international men's fashion fair, scheduled from January 8th to 11th in Florence. In addition to the highlight of the "Guest Nation" title, the Portuguese flag will also be represented by a large group of companies, brands and stylists, ready to conquer new international markets.



Even before the kick-off, it’s already guaranteed that Pitti Uomo’s next edition will be a moment of consecration for the Portuguese fashion. Between January 8th and 11th, Portugal will benefit from the status of Guest Nation and will be present in Florence with a strong representation of what best is made in Portugal. It will be a unique moment for the Portuguese colours in what is the most iconic male fashion fair in the world.

+351, Ecolã, Hugo Costa, Ideal & Co, Labuta, Mano Studio , Nycole and Westmister are part of the Associação Selectiva Moda’s "From Portugal" entourage, which are joined by Caiagua, Dielmar and Poente to form a strong Portuguese embassy, focused on quality and variety and ranging from the most classic solutions to sportswear, and from clothing to accessories.

The status of guest country materializes in a privileged space at the fair and allows the Portuguese companies to benefit from an international promotion program, organized by the fair itself and directed to all represented markets. In the event, which has two annual editions, more than 30 thousand visitors are present, among businessmen, designers, buyers of major brands, representatives of distribution chains, institutional delegations and journalists.

 "Portugal is definitely in fashion and we have to know how to benefit from that. It’s an opportunity to stand out and Pitti Uomo is a fair as emblematic and elegant as it is attractive" says Pedro Olaio, Labuta’s responsible for product development, one of the companies to appear at the event.

 "Portugal being the Guest Nation of this edition is extremely important for the Portuguese brands present and for the country in general. It presents a not so well-known face of Portugal that goes beyond production, where creativity and authenticity are fundamental values" explains Jose Lima, Ideal & Co’s co-founder. The Porto company, which specializes in leather products, is preparing to present in Florence a new collection of accessories for travelling, lifestyle and work, including organizers, card holders and briefcases.

In addition to promoting the Portugal’s image, the Portuguese companies, brands and stylists seek above all to conquer new markets and increase the sector’s export volume. "We hope to find buyers from different markets, especially Italy, the UK and France," says Ana Penha e Costa, +351’s designer, another brand present in the Portuguese stand. "We want to cement our relationships with the best stores in markets such as the United States, Central Europe, United Kingdom, Australia, Japan and, of course, Portugal and Spain," adds José Lima, from Ideal & Co.

 The Portuguese companies participation in Pitti Uomo is an initiative of Selectiva Moda and ATP - Textile and Clothing Association of Portugal, which aims to promote the internationalization of Portuguese fashion companies. The project “From Portugal” is co-financed by Portugal 2020, under Compete 2020 – Operational Program for Competitiveness and Internationalization, with an eligible support amount of €12,118,285.17, of which €6,695,352.55 comes through the European Regional Development Fund.