The upcoming Pitti Uomo, to be held in Florence from June 16 to 19, 2026, will feature an exceptional Special Guest. It will be Jiyong Kim, the brand named after South Korean designer Jiyong Kim, who was already recognized as one of the top talents at the 2024 edition of the LVMH Prize.
During next show’s edition, Jiyong Kim will present his vision through a project-event specifically conceived for Florence and staged at the Fortezza da Basso.
JiyongKim is a responsible brand that loves to challenge fashion conventions through an experimental and rebellious perspective, in the wake of a novel aesthetic. Alongside his famous “Sun-Bleach” technique, he creates unique garments distinguished by their distinctive craftsmanship, featuring experimental designs and silhouettes.
JiyongKim’s design goes beyond the surface. It is grounded in an in-depth study of the human body and garment structure, translated through 3D pattern-making. The experimental silhouettes created through this process evolve organically with the wearer’s movement, blending sculptural sensibility with the practicality typical of menswear.
At the heart of his work lies a philosophy that celebrates the uniqueness of what once appeared faded and devoid of value. The unique “Sun-Bleach” process eliminates chemical treatments, relying exclusively on natural forces. For several months, the fabrics are exposed to sunlight and the elements, allowing a natural fading to emerge linked to weather alteration.
This gives rise to nuanced shades and unique textures. In addition to the technique used to treat garments marked by the passage of time, the designer creates meticulously constructed silhouettes, embodying a thoughtful exploration of sustainability shaped by nature and time, and creating new forms of expression within contemporary menswear.
“Participating as a Special Guest at Pitti Uomo in June is an honor and a significant moment. For Jiyong Kim, clothing is not meant to be an immutable given, but rather something that evolves over time and through exposure,” said Jiyong Kim.
“Our ‘Sun-Bleach’ process allows natural forces to shape each garment, leaving unique and unrepeatable marks behind. For this project, instead of a single moment, we envisioned an exhibition where clothing, space, and time can interact together.”
“By moving away from the traditional runway format, we aim to offer a more immersive and layered experience, with the goal of presenting work that continuously interacts with its surroundings, always remaining open to change,” added the designer and entrepreneur.
“Our interest in Jiyong Kim’s work began almost as soon as he debuted. It has since solidified over the past few seasons, thanks to the originality of his reflections on fashion and the method he employs in designing garments,” said Francesca Tacconi, special events coordinator at Pitti Immagine.
“His style ranges from technical experimentation to a taste for contrasts, from ‘Sun-Bleach’ to sophisticated pattern-making. We felt it was important to bring his fresh approach to giving materials a second life—in relation to the ceaseless flow of time—to Pitti Uomo. Each garment is conceived as a cog in a sustainable yet unique natural cycle, an intervention that transforms vintage fabrics and garments into one-of-a-kind pieces, bearing signs of transience and references to the climate crisis. Jiyong Kim’s is thus an artistic and slow-fashion ideology that celebrates the authenticity of lived experience and transforms it into beauty,” added Tacconi.