Eton Celebrates Its Return to Pitti Uomo by Looking to the Future
Several welcome returns have marked this edition of Pitti Uomo. One of these comebacks that really stood out was that of Eton, a Swedish brand synonymous with luxury men’s shirts and accessories since 1928. “Taking part in Pitti Uomo is a bit like coming home, we couldn’t wait to tell Eton’s vision for the future”, said Olof Enckell, Head of Assortment of the house. To celebrate the event the brand chose one of the symbolic venues of Florence, the Cibrèo Ristorante & Cocktail Bar. For the occasion, Pierpaolo Spollon, after visiting the new Eton space within the fair, was the special guest of the evening. Eventually, the actor represents the perfect Italian embodiment of the brand’s aesthetics, a contemporary gentleman capable of dynamically interpreting the sartorial style. After all, the spring-summer 2025 collection revolves around formal shirts, which have always been the Maison’s flagship. Inside next year’s wardrobe they are available in shades inspired by the morning sky above a frenetic metropolitan panorama. At the same time, Eton redefines the concept of smart-casual clothing, adapting it to the modern gentleman with a predilection for luxury and craftsmanship.
Text: Giuliano Deidda
Photos: Alessio Ammannati
