Pitti Uomo is a men’s fashion tradeshow for nearly 800 exhibitors attended by more than 20,000 buyers and visitors. However, it’s as much about what happens outside the Florence-based Fortezzo da Basso as the business that goes on within its hallowed halls.
The 107th iteration of this biannual event, known as Pitti Immagine Uomo, did not disappoint with crisp but cold sunny weather providing the perfect backdrop for the well-dressed men and women who gathered to see what’s new in the ready-to-wear men’s fashion world but also hoping to be seen and, ultimately, photographed.

Against a digital world where influencers are becoming one of the most powerful tools in marketing, Wildsmith caught up with one of the originals, the enigmatic street styler and fashion consultant Guillaume Bo, better known as Gui Bo. Look him up on Instagram if you have not come across him before and join the rest of his 180k followers for impeccable style inspiration.
One of the most photographed men in the industry, this French-Canadian’s knowledge and experience in the industry is second to none, so it was illuminating to hear his thoughts on Pitti, influencers, his favoured designers, the world’s most stylish city, his favourite shoes…and Wildsmith.
“When I was living in San Francisco, I was asked to help out a brand called The Brooklyn Circus, who were doing a mix of Ralph Lauren and hip-hop style. They started telling me about Pitti and that the best brands were there. I said: ‘Really? I have to go!’ and that was how I started.”
A DJ and hip-hop artist who wore suits in contrast to the relaxed ghetto fashion favoured by his music industry peers, Bo was already carving his way as a style icon. He was Pitti’s original street styler, in our minds, the old-school version of an influencer. He was primed for dressing the part for Pitti taking his love of cream or off-white tailoring with him. Winter Pitti is his preferred event as there are more options for layering and standing out from the crowd in your chosen style combinations.

“When I was living in San Francisco, I was asked to help out a brand called The Brooklyn Circus, who were doing a mix of Ralph Lauren and hip-hop style. They started telling me about Pitti and that the best brands were there. I said: ‘Really? I have to go!’ and that was how I started.”
A DJ and hip-hop artist who wore suits in contrast to the relaxed ghetto fashion favoured by his music industry peers, Bo was already carving his way as a style icon. He was Pitti’s original street styler, in our minds, the old-school version of an influencer. He was primed for dressing the part for Pitti taking his love of cream or off-white tailoring with him. Winter Pitti is his preferred event as there are more options for layering and standing out from the crowd in your chosen style combinations.

“If you want to stand out at Pitti, you need to watch, listen and take your time. You cannot just come to Pitti; the competition is savage, and people complain no-one is taking a photograph of them. They look at what is trending and just wear that. There’s no knowledge or research involved and sometimes people try too hard. It’s part of the game to see the difference. The outfit has to work on you.
“Only a few can make a living, People who are doing this well include my good friend Franco (@franz_1955a>) who gets noticed because he has impeccable style and is a very good-looking man. The way his clothes fit is always perfect. He makes quality stand out. He has an extremely classic style.
“Damien Broderick (@damienbroderick) is doing very well because he is really on top of business with marketing. He has a big audience and when he talks, he makes it sounds like news. The energy is interesting.
“The Scott twins are doing good work (@twinscott and @twinbrett) and Kevis (@kevinmanzi) too. He mixes casual, street gear with very classic pieces in a very Ralph Lauren, with hats or caps.
While Pitti Uomo is turned into the centre of the fashion universe for a few days twice a year, Bo does not credit it as the most fashionable city in the world.
“For me, it’s Rome by far…for men, Italy in general. People in South Korea and Seoul are also very stylish.”
But back to the fashion. Bo’s love of classic tailoring has always been a constant element of his style. He cites his tuxedo from Naples designer Cesare Attolini as his favourite piece of clothing, although this could soon be usurped as the Doge of Venice’s master tailor is making him a new suit. He also loves the style of the easy-to-wear separates from Brunello Cucinelli.
While he would style suits with sneakers in his hip-hop days, Bo has switched his allegiance to more formal styles.

“The Scott twins are doing good work (@twinscott and @twinbrett) and Kevis (@kevinmanzi) too. He mixes casual, street gear with very classic pieces in a very Ralph Lauren, with hats or caps.
While Pitti Uomo is turned into the centre of the fashion universe for a few days twice a year, Bo does not credit it as the most fashionable city in the world.
“For me, it’s Rome by far…for men, Italy in general. People in South Korea and Seoul are also very stylish.”
But back to the fashion. Bo’s love of classic tailoring has always been a constant element of his style. He cites his tuxedo from Naples designer Cesare Attolini as his favourite piece of clothing, although this could soon be usurped as the Doge of Venice’s master tailor is making him a new suit. He also loves the style of the easy-to-wear separates from Brunello Cucinelli.
While he would style suits with sneakers in his hip-hop days, Bo has switched his allegiance to more formal styles.

“I love tasselled loafers. They are very versatile. You can be classic, and you can be casual, even with a commando sole – you can play a lot with that.
“I love spectators for summer especially. I love shoes!”
Bo’s love of tasselled loafers is music to our Wildsmith ears. As the first London manufacturers of the loafer, we have reimagined this iconic style to bring a contemporary edge to a classic. Bo is the perfect candidate to compare the Wildsmith shoes of yesteryear with those made to coincide with last year’s relaunch as he has experienced both.
“You guys were the first ones to create loafers, so there is heritage there. Wildsmith is one of the oldest British brands but with the new Wildsmith shoes, you can wear them once and they are super comfy. Wildsmith are classic but with a twist!”