MILAN — Pitti Uomo is building anticipation on the upcoming trade show, scheduled for June 16 to 19, unveiling its third guest designer: Sunflower. 

The Danish brand founded in Copenhagen in 2018 by Ulrik Pedersen is known for its cool take on traditional menswear and wardrobe-building pieces. 

The brand is to host a runway show to unveil its spring 2027 collection, making its runway debut in Florence. The date and location for the event has yet to be announced. 

“For us, this moment marks the introduction of the next chapter for Sunflower. The foundation is the same, but the expression is sharper, more defined, and more ambitious,” Pedersen said. “We’ve always believed in keeping things simple and doing the same thing better over time – a bit like a good rock song. Direct, clear, and without anything unnecessary. Showing in Florence gives us the right setting to present that next step clearly.”

Pitti Uomo’s Sunflower invitation comes as part of the fair’s tie-up and special project with Copenhagen Fashion Week to mark the latter’s 20th anniversary. 

“Marking our 20th anniversary, this collaboration with Pitti Immagine reflects the importance of strong, international partnerships in elevating menswear fashion to a global stage,” said Cecilie Thorsmark, chief executive officer of Copenhagen Fashion Week. 

“Pitti has long been a supporter of Nordic fashion, and we are proud to bring Sunflower to Florence as our guest designer – a brand that embodies both the creative and commercial strength of our region,” she noted. 

To be sure, the Florentine fair has long had a penchant for Scandi brands, most notably hosting the Scandinavian Manifesto sections dedicated to labels from the region since 2018. 

In June 2022, fellow Copenhagen-based brand Soulland was a guest designer at Pitti Uomo. 

The announcement of Sunflower follows news that DSM Kei Ninomiya and Simone Rocha will also be guest designers at the upcoming edition of the fair.

All three brands follow in the footsteps of Hed Mayner, Homme Plissé Issey Miyake, Niccolò Pasqualetti, MM6 Maison Margiela, Setchu, Marine Serre, Martine Rose and Grace Wales Bonner, among others, as a guest designer of the men’s trade fair.