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A few weeks ago, we received this message from American content creators with whom we've been working since Bonnegueule opened its doors to the US market.
I'd like to take this opportunity to introduce myself: I' m Matthias, in charge of social media and influence. A loyal reader since 2009, I jumped at the chance to join the team in 2021.
So after a quick survey of our partners, we quickly realized that many of them would be present at Pitti. And in public relations, I find that human contact, especially in a digital age, is super important! I like to talk to people face-to-face. 😊
So, bag in hand, two outfits in the bag, we're off to Italy. 🇮🇹
I like to travel light, and since I only collect Champion x Ivy League sweatshirts, I'm going to put together some everyday outfits.
D1 : Wear an Italian work of art to avoid Florence syndrome. (Like you who read, I just discovered it: wiki: Stendhal's syndrome, which is quite rare, is one of the so-called traveler's syndromes or pathogenic travel: it's the journey itself that triggers psychiatric disorders in a subject with no previous history. This pathogenic travel is opposed to pathological travel, which is travel caused by pre-existing psychiatric disorders). So I'm off with Duca Visconti's velvet ensemble ( Bergamo jacket and Belleville pants), the top and bottom match, so it's easy. We take a charcoal turtleneck from Asket and the pair of Felix socks that go with it. Weston on the feet. J1 ready!
J2 : We indulge ourselves a little and do Squarzzi proud. So white Renji jeans, cowboy belt and Camargue western shirt. A real city cowboy riding electric bikes. We add a toothbrush, a multitool (I never travel without it, it's good for everything but nothing), a water bottle, 2 pairs of boxer shorts, a packet of Bisson choco and the bag is ready.
In hindsight, if I'd had to put together a more "Peacock" outfit 🦚 for Pitti, I'd have done the combo Montmartre grey + Sandviken khaki vest + ALD bush hat (in the same material as the vest) and on my feet I'd have worn LL Bean cabela's.
Last point: accommodation. We select a reservation, paying careful attention to how we're going to check in, because we'll be in Florence around 11pm. And as luck would have it, after booking, a Whatsapp is sent to me: check-in is between 4pm and 8pm... A nightmare. We have to find a solution on the spot. I know that @Avinualex is there with his wife. As we already know each other a little, I ask him if he can save my life. He says yes. My life is saved. Thanks to him, that's also what the community is all about ❤️
- Transportation ✅
- Housing ✅
- Content creators be warned ✅
1/ Here you are with me, for two days at Pitti Uomo. PS: we're in for a real treat!
Arriving on Tuesday, we took a cab to meet Alexandre, who was to hand over the keys to my accommodation. I say to the cab: let's go to the Gilli's Caffe. He tells me "Fashion week", okay, we're screwed. I had no idea(it's my first Pitti Uomo), but this café is a bit of a hangout for Pitti people. Well, more the glitterati. Not so much me, haha. But it's a great place to meet people, for contacts, business and friendships.
Arriving in front of Le Gilli, Alexandre's message: "Actually, we're still at the restaurant", and off we go for a 1km walk.
I arrive, and discover a lunch of Vintage dealers from the four corners of the world.
Enthusiasts and bargain hunters who get together every six months to talk about their passion, show each other their latest finds, their good deals etc... I arrive at the moment when everyone is paying, they've been in the restaurant for four hours. Oh yes, and to pay, in Italy we always split the bill.
I'll spare you the details of the night, and the neighbor who lets his alarm clock ring for 20 minutes at 7am. There, you've avoided it. 20 minutes! That was a long time. But you avoided it. Waking up in the Italian sunshine feels good! Off to breakfast.
Afterwards, we meet up with Alexandre and Julia, who will be my guides for the two days: Alex is not at his first Pitti, he has a vintage boutique in Florence (Clochard 9.2) and speaks fluent Italian.
Meet in front of the Fortezza Da Basso, and already it's impressive. For several reasons:
- the diversity of outfits and styles
- all ages are represented
- the number of photographers
- and the impression of having my entire Insta in one place. Disturbing.
2/ What are we doing at Pitti?
First of all, we walk a lot, a lot.
Taking photos. Lots and lots.
We chat with everyone, lots of people. And the thing that stands out for me is how accessible everyone is. The joy of being united around a common passion: menswear. At one point, I felt a bit like a Pokémon trainer completing my Pokédex: Nick Wooster ✅ Jamie Ferguson ✅ Shuhei Nishiguchi ✅ Robert Spangle ✅ Luca Rubinacci ✅ Simon Crompton ✅ Steve Gonzalez ✅ Chris Millington ✅ Matthew Perez ✅ Mustafa Kacar ✅ Ben Brewster ✅ and many other friends! See the photos below.
The craziest thing: talking to Nick Wooster, I've been following him for over 10 years, I find it crazy that a guy with a non-standard build could have had his career. He inspired me at one time. We were able to chat a bit, confessing to him that his Thom Browne show at the time made me want to wear suits/shorts. And yes, I still might. Remember our Otranto jacket - Otra shorts combo? Second big kick: chatting with JKF (@jkf_man), one of the guys with the most inventiveness in menswear for me, and really good at what he does. I highly recommend his book "this guy" (even if some of the looks are getting a bit old).
And of course, I'd like to thank all the French-speaking team I accompanied! Thank you to them for their company, their laughter and their discoveries. ❤️
The funny thing about all these encounters is when you go to say hello for the first time to someone you exchange with via Instagram (especially behind a branded profile). I'll give you the demo, of the situation that happened 100% of the time:
- me: Hey XX what's up!?
- him: Heyyyyy good and you? (they're always smiling and friendly)
- me: I'm Matthias from Bonnegueule
- him: Heyyyy Matthias my man!!! (and the handshake becomes a hug and lots of compliments about the brand).
Oh yes, we eat a lot too. Pasta. Pizza.
3/ What impressed me, my clicks
Disclamer: beauty being subjective, tastes being personal, here's a selection of what I liked.
You know the paradox of choice? Well, at Pitti we're confronted with it many, many times. Because there are so many things to see: mixtures of styles, color combinations, details here and there, everywhere. And unfortunately, there's no runway there. Everything is everywhere. Have you seen Everything Everywhere All at Once?
Anyway, after studying design and fashion, I was trained to spot the details that make up an outfit: a line, a color, a volume, etc. At Pitti, you have to be sharp and have a good eye, but you have to know that you won't be able to see everything (and you learn that the hard way). And that's where the strength of a collective comes in: having a bunch of enthusiasts who scan all the stylish 360° outfits with their eyes, taking photos so you don't miss a thing. Another strength of this collective: my friend's friend is your friend. And the more the merrier. Yes, that's true, but it's also a great way to meet new people!
Let's get back to business. My first click, click of the heart: very light tones: cream, off-white, very light beige. It's nothing new, BUT I still find it so beautiful to see in winter. It adds a little softness. And no, I haven't seen Alessandro Squarzi.
I already wear white and ecru, even on my bike. Yes, I'm a little crazy. At Pitti, I saw a lot of colorblock outfits, with lots of light-colored clothes. Personally, I'm a bit more moderate. I like to combine ecru jeans with a navy sweater and a green jacket, or blue jeans with a burgundy sweater and a white crop jacket, for example. So don't necessarily go for a full white/beige look.
It won't make me change my style, because I think I've found the basis of mine and I've been passionate about the subject for some time (follow Jordan's podcasts, AKA the J, AKA menswearplease), but this effervescence of proposals has to simmer for a while.
Also, the last 3 looks lead me to my second click: long coats. Political estimate: 80% of men at Pitti wore long coats: Balmacaan, Ulster coat, overcoat, trench coat, entrecôte (to share).
It covers everything, from neck to knees, and lets your body express itself thanks to thousands of gussets. The movement of your steps makes the heavy fabrics twirl, warming your skin.
And finally, details and looks that I'll let you enjoy:
To conclude, I'd say Pitti Uomo is one of those events you just have to go to. There's a great energy, sharing and passion, and everyone's smiling and ready to talk. Provided you have permission to go (the show is not open to the general public), you can go alone or in a group, and you'll always find people to meet (if you're comfortable). The exhibitors are also very open, because yes, you'll also find brands exhibiting their forthcoming collections. (Pitti is first and foremost a trade show).
And what you're sure to find are ideas for things to do and things not to do.
On that note, I'm off to dance (That's not true).
