I think it’s pretty common at any tradeshow in any industry that there will be special events, gatherings and parties thrown by companies to create favorable impressions of their brand for the attendees of the event. And after the evening events conclude, people attending a conference often continue the party on their own.

Of course, Pitti Uomo is no different.

Out of all the various parties and gatherings at Pitti Uomo 102, I was invited and/or able to attend four: A party thrown by Scarosso just for the purpose of celebrating being at Pitti Uomo, a party thrown by WM Brown magazine in collaboration with EGM Cigars, a party thrown by Plaza Uomo magazine in collaboration with Luigi Bianchi to showcase their spring/summer 2023 collection, and finally a “tailgating party” thrown by Alexander Kraft to showcase his own Monte Carlo brand’s new collection as well as a new pre-mixed cocktail in collaboration with 44°N Gin.

Of course what makes a party thrown during Pitti different from any normal tradeshow is that people dress up in black tie for fun to attend them. And also for some reason every party at Pitti serves negronis, sometimes exclusively (at the Scarosso party I favored the secondary cocktail they offered, which was made from prosecco, St. Germain and a sprig of mint; at Kraft’s, I had gin + tonic which they were making with the 44°N Gin and Fever Tree’s Mediterranean tonic).

After the parties were over is when people would go out to eat dinner (I didn’t eat dinner before 10pm the whole time), and after that people were still going out for drinks (nothing says Pitti Uomo like a €20 cocktail at Gilli at 1am). However for some reason an Irish Pub on the Piazza Santa Maria Novella became a favored hang-out spot. I went there after the Plaza Uomo party with Lee Osborne, and instead of eating dinner had a couple of Guinesses (liquid bread, right? right?????*); around 11:30 Simon Crompton and his coterie showed up, then some others like Matthew Coles (formerly of Drake’s, now at New & Lingwood). I went to bed around 12:30am, but found out after I left a bunch of other people showed up and stayed til all hours of the morning.

*wrong

Anyway, here are photos I shot from the parties and events I attended at Pitti Uomo 102.

Scarosso Party at Harry’s Bar Garden—Day 1 of Pitti 102

WM Brown / EGM Cigar Party at Harry’s Bar Garden—Day 2 at Pitti 102

Plaza Uomo & Luigi Bianchi Party at Piazza Buttini Gatai—Also Day 2 of Pitti 102

Not many photos from this event because it rained that evening, sending everybody inside from the courtyard, and by the time I arrived the event was nearly concluded anyhow.

Bonus shot of Simon Crompton of Permanent Style at Fiddler’s Elbow, the Irish Pub that became a mainstay hang out this Pitti:

Alexander Kraft Monte Carlo + NN°4 Gin Party—Day 3 Pitti 102