The 94th edition of Pitti Uomo
kicked off at Florence's Palazzo Vecchio on Tuesday in the
presence of new Italian Culture Minister Alberto Bonisoli.
Bonisoli knows the fashion industry well, having served as
dean of the New Academy of Fine Arts in Milan (NABA), a private
university in Milan specializing in fashion and graphic design.
"In 2009 in Milan, the slogan 'culture is in fashion' was
coined. I'd turn that phrase around, 'fashion is culture', as
shown by the archives, sketches, and designs from historic
fashion houses that should be conserved and promoted in
museums," Bonisoli said.
"I'll do all I can so that my work as minister embraces the
entire fashion world from the cultural point of view. I'll try
as hard as possible to integrate it into something that
represents our pride worldwide," he said.
Pitti Uomo, which runs through June 15, is taking place in a
climate under which the fashion industry has called on the
government for support, despite a strong showing amidst the
economic crisis.
The industry has a 3.2% growth rate and revenues of 94
billion with exports up 5% at 60 billion.
Florence Mayor Dario Nardella is one of the politicians who
has called on the new government to support the industry and the
city.
Nardella said Florence is a "living city" but one that "needs
additional infrastructure to ensure adequate services".
He highlighted the fact that Florence was the first city in
Italy to inaugurate a Student Hotel, which with Polimoda and the
Florence Maragoni Institute, "hosts young people who come from
around the world".
In this light, Pitti Immagine President Claudio Marenzi
called on Bonisoli to "make it easier for foreign students to
get stay permits".
Michele Scannavini, president of the Italian Trade Agency
ICE, said the "extraordinary plan for made in Italy goods can't
be considered extraordinary but rather must be structural, part
of the system that helps and stimulates our businesses to grow
in the world".
"That's how it is in other countries. I very much hope that
it can be that way for Italy as well," Scannavini said.
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