Pitti Immagine has unveiled the theme for its summer 2025 fairs: Pitti Bikes. The concept, developed by creative director Angelo Figus and captured in images by photographer Alessandro Timpanaro with graphic work by Alessandro Gori, celebrates the bicycle as a powerful metaphor for contemporary life - where fashion, function and culture intersect.

The upcoming fairs, including Pitti Filati 97, will transform Florence’s historic Fortezza da Basso into a dynamic, bike-inspired circuit. Alessandro Moradei’s spatial design blends the energy of cycling culture with the refined atmosphere of fashion events, echoing the fair’s broader commitment to lifestyle and innovation.

The bicycle was chosen as a symbol of modern dualities: it is both personal and social, high-tech and handmade, traditional and futuristic. It speaks to a broader cultural movement striving to find equilibrium - between cities and nature, performance and leisure, solitude and community.

“For our summer fairs, the bicycle struck us as the perfect synthesis,” said Agostino Poletto, General Director of Pitti Immagine. “It plays an innovative role far beyond sport or mobility. It’s a movement seeking harmony, a tandem effort bridging opposites.”

At Pitti Filati 97, the theme evolves into Wheel of Yarns, underscoring the knitwear industry’s own rhythm of innovation and tradition. The fair will explore how threads can symbolise movement and transformation, with LED-lit patterns evoking clean energy and future-forward design. Michele de Andreis’s bold visual for the campaign showcases a vibrantly colourful ride that encapsulates the sector’s core values: flexibility, creativity and sustainability.

The Pitti Bikes theme reinforces Pitti Immagine’s position at the intersection of culture and commerce, offering a platform for ideas that stretch beyond fashion while staying rooted in its material expressions.

www.pittimmagine.com