Jan 12, 2024
Painted entirely in blue, placed on a lush grass carpet, complete with its lamppost and Pittimags sign, it stands out unmistakably. Prominently positioned in the middle of an aisle amid stands in the Sala delle Nazioni pavilion, a genuine newsstand breathes life into this season’s Pitti Uomo. This remarkable kiosk offers visitors the chance to exclusively purchase independent magazines, considered among the world’s finest, not typically found within the regular press circuit.
The project, conceived by the specialized portal Frab’s Magazines, seems to resonate well with visitors to the men’s fashion show, who eagerly rush to acquire the latest issues of these elusive titles. These include Viscose Journal, which undergoes a format change with each release, with its latest issue dedicated to retail, The Craft of Fashions, exploring the craftsmanship at the origin of fashion, and Merde, the Parisian satirical fashion magazine.
“There is an extraordinary world behind this reality. This initiative was born to precisely draw attention to this sector. For us, it’s the beginning of a journey; we are working on a broader project,” confided Raffaello Napoleone, head of the Florentine salon.
Close to 150 magazines from around the world are available in this kiosk, carefully selected in the realms of fashion, and also spanning art, design, beauty, and culture.
“In recent years, we have witnessed the ascendance of niche and high-quality print media. There is a renewed interest from the younger audience. We are also witnessing the revival of kiosks, taking the form of exhibition spaces,” explained Anna Frabotta, who, along with Dario Gaspari, established the e-shop Frab’s Magazines in 2019, quickly becoming the sole European distributor for various Asian publications, particularly from Taiwan and Singapore.
“In 2020, it was mainly magazines with extensive advertisements that closed down, while independent journals demonstrated resilience, and several new titles emerged during that period. Today, English is the most prevalent language for this type of publication,” concluded Frabotta.
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