On the occasion of Pitti Uomo 108, the PITTI BIKES theme takes on a special interpretation and becomes BIKESTER PITTI BIKES is the theme of Pitti Immagine’s summer fairs taking place in June 2025, unveiled through new advertising campaigns coordinated by creative director Angelo Figus, with photography by Alessandro Timpanaro and graphic design by Alessandro Gori. Meanwhile, the Fortezza da Basso will be transformed into an ideal circuit blending fashion and lifestyle, thanks to a set-up curated by Alessandro Moradei. The bicycle — individual yet collective, high-performance yet leisurely, technological yet artisanal, progressive yet traditional, competitive yet friendly, futuristic yet vintage — encapsulates the dualism of our times: a dynamism seeking balance between metropolis and countryside, nature and urbanity, preservation and invention, and on a personal level, between solitude and sociability, between individuality and belonging. “Considering Pitti Immagine’s constant focus on contemporary culture in all its facets, the bicycle struck us as the perfect synthesis for the theme of our summer fairs. In everyday life, which increasingly intertwines with lifestyle, the bicycle plays an innovative role, far beyond the simple dichotomy of sport versus mobility. It’s a movement that seeks harmony, a tandem effort that aims to bridge opposites. Sustainable, customizable, multifaceted and diverse, it opens new perspectives,” stated Agostino Poletto, General Director of Pitti Immagine. Pedalling under your own power, setting your own rhythm, defining your own path — and at the same time feeling deeply connected to your chosen bicycle — becomes a symbolic journey through the diverse worlds of fashion: no longer distant or parallel, but increasingly interconnected. A virtual bike that threads its way through the various sections of Pitti Uomo, from contemporary formalwear to experimental design, from streetwear to urban fashion, from outdoor gear to technical apparel — a collective effort that harmonises contradictions in search of new asymmetries. It is a route that embraces a multiplicity of stylistic expressions, with input not only from designers but also from communities themselves, driving the evolution of collections, products, and accessories. “The protagonists of the campaign are two men who cross paths, brushing against each other in a near-casual encounter, overlapping and intersecting. Their postures, synchronized movements with the wheels’ mechanics, and the relationship between the individual and the bicycle reflect an inner duality, a double personality, two forces coexisting within each of us: on one side, control, rationality, a defined path; on the other, the desire to follow an emotional rhythm. The bicycle becomes a metaphor for what we choose to show and who we really are,” stated the photographer Alessandro Timpanaro. Launched last year at Stazione Leopolda to coincide with the start of the Tour de France in Florence, BECYCLE — Pitti Immagine’s project dedicated to the bicycle world — will this year be integrated into Pitti Uomo, taking place at the Sala della Ronda inside the Fortezza da Basso. While retaining its distinct identity, BECYCLE will present a curated selection of leading cycling brands, expanding its narrative beyond strictly sporting themes. The event will spotlight the technological and lifestyle dimensions of cycling, with a focus on research, innovation, the evolution of materials and design, and the spirit of pushing boundaries — creating an experience that extends beyond the product itself, encompassing the broader culture around it.
