Campaign Spotlight: Pitti Immagine and The Big Now/mcgarrybowen present new digital platform Pitti Connect

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MILAN, ITALY — July 16th marked the launch of Pitti Connect, the new digital format developed by Pitti Immagine that from this year will host all the summer collections of the Pitti Uomo 98, Pitti Bimbo 91, Pitti Filati 87, Pitti Fragranze and Super fairs.

The new international platform is an integral part of the new website, fully designed and created by LOW, the fashion, luxury and beauty division of The Big Now/mcgarrybowen agency led by Massimiliano Chiesa in Milan, and developed in collaboration with the Openmind company and Pitti Immagine’s IT and digital teams.

Pitti Connect — which currently hosts 400 companies — is an integrated digital project conceived before the pandemic, which accelerated in recent months due to Covid-19 and was made with an investment of one million euros (between the new platform and editorial content).

“After months of hard work, we introduce our latest online project, with the same spirit we have always had,” said Agostino Poletto, general manager of Pitti Immagine. “We were looking for solutions to cope with the health emergency, and we ended up finding new opportunities for the future: Pitti Connect has spurred a strong technological acceleration to our trade shows. It represents the continuity system taking us to January 2021, when the digital and physical fairs will be fully integrated.”

“We are proud to work alongside an institution such as Pitti Immagine which, in the face of the physical cancellations due to the Covid emergency, wanted to continue the work and relaunch with an ambitious, innovative and high-profile project,” comments Massimiliano Chiesa, Co-Founder of The Big Now/mcgarrybowen and Managing Director of LOW. “In the last few months we have overseen the new digital positioning of Pitti Immagine, working on the visual identity and definition of the tone of voice of the platform and the individual fair sites.”

Pitti Connect has an editorial approach rich in content and special events that digitally conveys the atmosphere and transversality of the trade fairs, which involve fashion protagonists, artists and important figures of contemporary culture.

Among the numerous editorial contents visible to everyone without registration is the web magazine “The Billboard,” created in collaboration with the production agency Highsnobiety, one of the international reference points for fashion publishing. There are also two sections dedicated to the theme of sustainability: “Sustainable style” and “Ecoetica.”

Credits @LOW The Big Now/mcgarrybowen:

Chief Digital Officer: Diego Vurro
User Experience Specialist: Alessandro Vignocch
Project Manager: Eleonora Cappai
Project Manager: Rocco Benevento
Creative Supervisor (visual): Elisabetta Balconi
Creative Supervisor (content): Odeya Dana Bendaud
Art Directors: Marco Fasoli, Alessandro Mori, Jacobo Labuz
Motion & interaction designer: Gian Marco Maurizi
Copywriters: Caroline DeSantis, Abigail Church
Account Director: Federica De Paoli

The Big Now/mcgarrybowen is a full-service creative agency part of Dentsu Aegis Network group, one of the leading networks worldwide in communication and marketing services. The agency, led by CEO Emanuele Nenna and with more than 160 people based in Milan and Rome, is part of dentsumcgarrybowen.  Link:


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