After a successful first event held during the 88th edition of Pitti Uomo in June 2015, the Fondazione Pitti Discovery and ITC Ethical Fashion Initiative partnered for Pitti Immagine Uomo 89 for the “Generation Africa” show. with the special event “Generation Africa”.
The show featured four African brands: AKJP, Ikiré Jones, Lukhanyo Mdinigi x Nicholas Coutts and U.Mi-1 who each presented their Autumn/Winter 2016-17 men’s wear collections.
For Generation Africa, the Ethical Fashion Initiative partnered with the Italian association, Lai-momo which welcomes asylum-seekers in Italy and promotes cross-cultural exchanges between Africa and Europe with the aim of reducing stereotypes and preconceptions. As part of a joint effort by EFI, Lai-momo and Pitti Immagine to raise awareness on migration, three asylum seekers will model for the show, giving them an opportunity to earn a wage and be part of an empowering international event celebrating creativity from Africa. Continuously striving to improve diversity in the fashion industry, the Ethical Fashion Initiative aims to demonstrate fashion’s capacity to support the betterment of society.
“We continue our collaboration with Pitti Immagine to showcase the creativity of Africa. We want to convey a different image of the continent, one of innovation and diversity with a strong youthful energy for positive change. Pitti Uomo is the perfect platform for the designers to express their vision and show that Africa means serious business.” says Simone Cipriani, Head and Founder of the ITC Ethical Fashion Initiative.