As Pitti Uomo kicks off, newly installed CEO Ivano Cauli discusses the future of the fair format, internationalization, technology, matchmaking.
— As the summer sun rises above the Renaissance-era Fortezza da Basso fairgrounds in Florence to coincide with the kickoff of the“I’m taking on a major responsibility.
We won’t simply stay the course, though we will preserve the qualities that have defined Pitti Immagine up to now,” Cauli told WWD.operator of his predecessor, who has stepped aside, rather than down, taking on the role of delegate to international and institutional affairs.
“I don’t believe trade fairs need to be reinvented from scratch. But we should never stop asking how an event can evolve, because the surrounding context keeps changing,” Cauli said.
“One key factor remains, though: trade shows optimize time. Everything in one place — competitors, the market, the full landscape — and that is exactly why they remain so powerful. ”Detailing his top priorities, Cauli said Pitti Immagine needs to “push harder on internationalization so we can become even more attractive on the global fashion map. ” “The geopolitical situation is not helping, but to remain attractive and relevant, we need to zero in on research and execution,” he explained.
“Our way of staging events has always been a distinguishing strength and has allowed us to win and maintain leadership positions across different sectors. ”, the company also operates Pitti Bimbo, focused on kidswear; Pitti Filati, dedicated to yarn-makers; Pitti Fragranze, centered on niche perfumery; e-P Summit, a conference on technology, start-ups and new digital frontiers; the food-centric fair Taste; Danzainfiera, dedicated to dance and ballet, and literary event Testo.
] arena, we are practically the last ones standing, while in other sectors we are currently observing broader market conditions that do not exactly make us feel confident ,” he said.
“In the past, we put a great deal of emphasis on brand selection, assuming that the market would then show up out of curiosity. Now we are also working to bring in buyers and make them active participants. That is a direction we want to grow,” he said. Similarly, “another priority is moving beyond the logic of the trade show as a stand-alone event.
We have an organization that works very well at handling the intense peaks of activity around each fair, but we need to introduce ongoing, value-added services that make use of Pitti’s assets year-round. ” He singled out Pitti Immagine’s rich database of buyers — “the richest in the world,” he said — noting how it’s being improved with new technologies, more advanced information gathering, and more thorough profiling.
“We want to make this model available to our stakeholders throughout the year, not just during the fairs,” Cauli explained. This is particularly helpful for small and medium-sized brands, the backbone of exhibitors at Pitti Immagine’s events, to reach prospective clients and new markets, Cauli said.
“Those companies need places to come together and access expertise that can help guide their future decisions. Compared with large brands, the gap is not just about spending power, it is also about managerial know-how. By bringing people together, we are trying to provide the know-how they often lack,” he said. Cauli’s strategic priorities are key for Pitti Uomo, its flagship event.
They include advancing the fair’s international profile to attract a younger audience, he said. Running through Friday, the 110th edition of the showcase will feature four guest designers and more than 700 exhibiting brands, 44 percent of which are international. It is expected to attract 11,400 visitors. The fair will be organized around the usual five sections, such as Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling and I Go Out.
Cauli singled out the latter section, dedicated to outdoor activities and activewear, which underwent the most significant revamp this season. It was orchestrated in partnership with specialist magazine Vanish, which curated both the immersive set-up and a selection of brands to heighten the fashion credential of the pavilion. After launching high-tech start-ups through the ’90s and early 2000s, including Sapient and Openmind, Cauli joined consultancy Accenture in 2021.
He has collaborated with Pitti Immagine in different capacities since 2022 and was named its director of innovation in 2024, before being promoted to general manager and eventually stepping into the CEO role in April.
“Technology is already part of our DNA, and my arrival is meant to accelerate that. Coming from a digital background, I believe digital alone cannot change the fate of a business. It has to become part of everyday operations, in a context where human relationships remain central but are enhanced by technological tools,” Cauli said.
Asked about the future of the e-P Summit, which was paused this year, Cauli explained that it’s currently being retooled, and will likely come back in a new shape in 2027.
“The e-P Summit sits within an extremely crowded calendar, so we are rethinking it to give it a stronger identity, a clearer view of changing scenarios, and a sharper spotlight on start-ups,” he said. “The goal is to bring it back no longer as a stand-alone event, but rather a presence within other fairs. There is strong interest from tech companies that want to tell their story within the context of trade shows.
“Pitti Uomo and Pitti Fragranze are examples, on another front, of this same synergistic approach,” he added, referencing the HiBeauty section introduced in January at Pitti Uomo to spotlight niche fragrances, a reflection of the growing demand within stores between the category and fashion. Pitti Immagine has over the years toyed with new trade fairs, events and formats, such as Danzainfiera, acquired in 2022, but Cauli said the current priority is on the existing portfolio.
“We have two events with the strongest growth potential: on one side Fragranze, because its market is expanding rapidly and the event has a strong, high-quality identity, on the other Taste, which has even more room for growth and even greater development potential. These are the events we want to invest in to increase their international footprint,” Cauli said.
“For the other events we aim for greater internal efficiency while preserving their positioning. We also want to make sure the different events have more shared points of contact,” he said. WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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