French Fashion Takes Center Stage at Pitti Uomo 2026

The French fashion scene is gearing up to showcase its finest menswear at the 108th Pitti Uomo, with a strong presence of upcycled and avant-garde labels set to make waves in Florence this June.

Upcycled Style to the Forefront

The eagerly anticipated spring-summer 2026 collection will feature twenty-five French brands, presenting their designs. Amongst them is the upcycled vintage brand, **Emile Boy**, making its debut at the Italian event. The label, supported by Promas and DEFI, plans to present a show as well.

The brand will present its “Pitti” collection within the “Superstyling” section at the Arsenale pavilion. Several well-known brands, such as **American Vintage**, will also be featured. Some previous participants, including **Blanco**, **Hartford**, and **Eden Park**, will not be at the Florentine appointment this year. However, new names like **Caleb**, **Edward Paris**, and **Paul & Joe** will be present.

Vintage Inspiration

The **Emile Boy** project began during the COVID-19 pandemic, with its initial designs emerging in 2021. The brand’s structure solidified in 2022 following a special order for Le Bon Marché. Influenced by his mother, fashion designer **Nathalie Boy**, **Emile Stavric** launched his menswear label, focusing on upcycling.

“I started from a few shirts all made from vintage scarves in silk or cotton to arrive at more complete collections with jackets and coats that I chine everywhere and then revisited through embroidery, applications, but also by changing the liners or buttons. The idea is to re -enchant the parts of the past,”

—Emile Stavric

He emphasized his commitment to using quality materials from before the 1980s. The designer sources items from thrift stores and auctions in France, Africa, and Tunisia. According to a 2024 report, the secondhand clothing market is booming, growing by 11% year-over-year (ThredUp 2024).

Global Appeal

The collections, featuring numbered pieces, are sold in the **Nathalie Boy** store and distributed seasonally with Le Bon Marché. Shirts sell for around 150 euros, jackets for about 350 euros, and coats for 480 euros. Emile Stavric aims for accessibility and uniqueness, attracting a diverse clientele, including Americans, Asians, and Europeans.

“There is no question for me to sell shirts at 700 euros. I want it to remain very accessible. I also kept the same prices of my first collection,” said **Emile Stavric**. He is seeking international expansion by connecting with concept stores, agents, and showrooms at Pitti Uomo.