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The Diaries, because sometimes life needs more. 

PHOTO BY GIOVANNI GIANNONI FOR PITTI IMMAGINE

PHOTO BY GIOVANNI GIANNONI FOR PITTI IMMAGINE

The Pitti Uomo 92 Diaries: Why #iamHUGO This Year in Florence

E. Nina Rothe February 4, 2018

It’s interesting how different people can view a space in different ways. I mean, this time last year at Pitti Uomo we were watching the Gosha Rubchinskiy show at the Manifattura Tabacchi — a Fascist era tobacco factory near the racetrack in Florence. Within that setting, the Russian designer presented a daytime vision of boys framed by the rundown buildings of the abandoned manufacturing plant. The look was very Pasolini, both in the style of the clothes and the spare feel of the surroundings.

Fast forward a year, almost to the date, and I found myself once again within the same tobacco factory grounds, this time at night, and for the HUGO show. But even if the address was the same, the venue had been transformed into a hauntingly theatrical setting, a place alit with fire circles burning, lanterns hanging from a tall tree and smoke spewing out of broken windows, at uneven intervals. I expected Tina Turner in her ‘Mad Max’ costume to peek out of one of the red lit windows at any time.

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In The Diaries, Fashion Tags fashion, Hugo, Hugo Boss, Pitti Uomo 92, The Pitti Uomo Diaries, menswear, womenswear
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