The world’s biggest menswear fair Pitti Uomo is preparing a condensed physical centenary edition with fewer brands and buyers amid falling Covid-19 infection numbers in Europe. Pitti Uomo expects to feature 300 brands during its upcoming edition from June 30 to July 2 after it was cancelled twice since the outbreak of the pandemic. The event will also rely more than usual on local Italian brands such as Brunello Cucinelli, Caruso and Save the Duck, the organisers said during an online press briefing on Tuesday.

“Due to the figures that are moving towards the right direction – thanks to vaccines – it was important to launch a positive message,” said Raffaello Napoleone, chief executive officer of Pitti Immagine, the organisation behind Pitti Uomo. He also stressed that it’s important to take risks and invest in a physical edition even if it doesn’t pay off as well financially as it does strategically.