Party Away from the Fortezza

Last week, industry professionals gathered in Florence. The festivities extended beyond the Fortezza da Basso as well. Here’s an overview: 

Bugatti: Fashion Show in Forte dei Marmi 

For the presentation of its Spring/Summer 2027 collection, Bugatti chose a special venue: the renowned Bagno Angelo in Forte dei Marmi. Under the theme “Forte sotto il sole,” the company transformed the exclusive beachfront venue into an event stage for one evening, featuring a sunset fashion show right by the sea. 

About 300 invited guests from the retail sector, the press, and the influencer community attended the presentation of the new collection, which is characterized by a Mediterranean lifestyle, natural materials, and relaxed silhouettes.  

DJ and producer David Puentez then provided the perfect beats, and his performance culminated in a fireworks display over the Mediterranean Sea.  

However, the collaboration doesn’t end with the event: From May through October 2026, Bugatti will take over Bagno Angelo and outfit the venue with customized brand elements. These include branded beach towels, pillows, napkins, table accessories, beach games, as well as exclusive gadgets and giveaways. The styling of the entire staff—from their outfits to their footwear—will also reflect the aesthetic of the Spring/Summer 2027 collection, allowing guests to experience the brand’s world firsthand. 

Drykorn & Prohibited: Great Minds Think Alike 

On the first evening of Pitti Uomo, Drykorn and Prohibited hosted a joint get-together above the rooftops of Florence. The two brands are united not only by a similar understanding of lifestyle and community—they also have great chemistry outside of business. So it made perfect sense to capitalize on these synergies and bring fans of both brands together for a shared evening. 

In a relaxed atmosphere, invited guests from the industry wrapped up the first day of the trade show with DJ music, top-notch drinks, extensive catering, and Italian summer vibes. In addition to networking, the program featured numerous activities: From a beer pong table to remote-controlled boat races in the pool, the two brands provided plenty of entertainment. 

Sebago: Boat Tour of Florence 

To mark its 80th anniversary, Sebago made a special statement during Pitti Uomo: With the Sebago Boat Tour, the brand brought its nautical roots right into the heart of Florence. From June 16 to 19, the Sebago boat—featuring the iconic design of the classic Docksides—cruised along the Arno River, serving as the brand’s floating ambassador. 

What makes this boat special is its history: It was once owned by Sebago founder Daniel J. Wellehan Sr. and was later acquired by BasicNet Chairman Marco Boglione, who had it extensively restored. Today, it is equipped with an electric motor and combines historic charm with a contemporary, more sustainable use. 

@Circolo Canottieri