TURKEY GUEST NATION · PITTI UOMO 84
FLORENCE · 18–21 JUNE 2013
THE RECOGNITION WAS VISIBLE.
THE WORK BEHIND IT WASN’T.
Becoming Guest Nation at Pitti was not the result of a single meeting.
TACTICA worked over time with Pitti’s leadership and the people shaping its fashion and cultural content, building confidence in the depth of Türkiye’s fashion ecosystem.
The proposition had to extend beyond manufacturing.
Designers. Brands. Craftsmanship. Industrial capability. Contemporary creativity. Istanbul itself.
And it had to be understood first-hand.
BEFORE PITTI COULD VALIDATE TÜRKİYE PUBLICLY,
IT HAD TO BELIEVE IN IT PRIVATELY.
By the time the Guest Nation project took shape, it rested on something stronger than a claim.
Knowledge. Trust. Conviction.
A GUEST NATION IS NOT A STAND.
Participating in a fair demonstrates presence.
Guest Nation means something else.
IT PUTS THE AUTHORITY OF THE PLATFORM BEHIND THE PROPOSITION.
Pitti’s official guide presented Turkey as Guest Nation, with a dedicated space in the Sala della Scherma at Fortezza da Basso for a selected group of Turkish designers, in a project produced by Fondazione Pitti Discovery with ITKIB.
This was no longer simply a group of Turkish companies exhibiting at an international fair.
Pitti itself was giving Türkiye a platform as a creative fashion proposition.
GENTLEMEN OF ISTANBUL.
The Guest Nation project took shape around a simple idea drawn directly from the identity of the city:
7 GENTLEMEN.
7 DESIGNERS.
THE CITY ON 7 HILLS.
Aslı Filinta
Deniz Kaprol
Elif Cığızoğlu
Emre Erdemoğlu
Hatice Gökçe
Niyazi Erdoğan
Zeynep Tosun
Together, they connected Istanbul, contemporary design and Türkiye’s industrial capability within a single cultural proposition.
FROM MANUFACTURING COUNTRY TO CREATIVE COUNTRY.
At Pitti Uomo 84, the elements TACTICA had been working to bring together became visible on the same platform:
industrial capability and contemporary design.
manufacturers and brands.
designers and creative culture.
Türkiye was no longer appearing only as a place that produced fashion for others.
It was entering the fashion conversation in its own right.
MEDIA WAVE 01 · AUTHORITY
International Herald Tribune / New York Times, Il Sole 24 Ore, La Repubblica, Corriere Fiorentino, etc.
MEDIA WAVE 02 · FASHION AUTHORITY
Vogue, GQ, Vanity Fair, Fashion Illustrated, etc.
MEDIA WAVE 03 · BREADTH
Marie Claire, Elle, Fashion Magazine, Huffington Post, Fashion World, Pambianco, etc.
THE PLATFORM CHANGED THE MEANING.
Pitti did not create Türkiye’s manufacturing strength.
It changed the context in which that strength was understood.
Designers alongside industry.
Istanbul alongside product.
Creative culture alongside manufacturing capability.
The proposition had not changed overnight.
Its international meaning had.