Pitti Immagine has unveiled Motion as the central theme for the winter editions of its 2026 fairs, including the 98th edition of Pitti Filati, taking place from 21–23 January in Florence. The concept reflects the dynamism, transformation and creative energy that define fashion today, and the ability of Pitti Immagine to gather leading talents and global influences under one roof.

Motion, described by the organisers as a force that transcends disciplines from politics to cinema, embodies both physical and emotional progression. For Pitti Immagine, it represents commitment, evolution and the power of fashion to express ideals, identities and cultural narratives. The theme recognises how fashion continually shifts between innovation and tradition, adapting to the body and amplifying personal presence through texture, form and gesture.

The campaign has been created by Chris Vidal and Tuomas Laitinen, editor-in-chief and fashion director of SSAW, who translated the theme into a striking visual concept. Their imagery captures the complexity of woven structures, the interlacing of threads and the texture of fabric in motion. The result evokes an abstract brushstroke suspended between fluidity and form, ready to evolve into a finished garment.

The creative duo emphasised that fashion’s beauty lies in its perpetual transformation. Even when referencing the past, it reflects present realities and offers a glimpse of the future, sustained by the continuous energy and curiosity that drive the industry forward.

Art direction for the campaign was led by Tuomas Laitinen and Chris Vidal Tenomaa, whose collaborative approach underscores the theme’s focus on movement, connection and creative progression.

www.pittimmagine.com