MILAN, Jun 4, 2009 / FW/ — Virtual reality merges with the real world in Florence, Italy as, the online department store launched by YOOX Group and dedicated to new cutting edge men’s collections, post video previous and exclusive editorials to the visitors of Pitti Uomo from June 16th to the 19th.

The multi-media event will highlight the website’s collaboration with Undercover and and Proenza Schouler whose products will be sold worldwide through customized mini-shops at

“So far and yet so close, the designers from New York and Tokyo are meeting up at Pitti and around the corner at”, says Federico Marchetti, founder and CEO of the YOOX Group.

In September the online department store will launch the women’s collections with a multimedia project created by visionary talent, Nick Knight and Show Studio.

“YOOX is one of the firms that best reflect the internet’s vivacity with respect to the world of fashion” says Raffaello Napoleon, CEO of Pitti Immagine.

“Pitti Uomo and are very similar – because of their international scope, and continuous attention to research. They are both ideal platforms for promoting the fashion system’s best talents on the global stage. And thanks to this partnership, the opportunities are increasing exponentially”, Napoleon added.

Powered by YOOX, opened its virtual doors to the United States and the European Union in 2008 and was recently launched in Japan in September 2008.

Currently, is offering the Spring/Summer 2009 men’s collection of more than 40 of the most exclusive brands in the world that include Maison Martin Margiela, Raf Simons, Marc Jacobs, Victor & Rolf, Kris Van Assche, Helmut Lang, Les Hommes, Bernhard Willhelm, Veronique Branquinho, Adam Kimmel, Rick Owens, and a selection of Italian brands which offer high-end crafted items, like Corto Moltedo, and highly specialized handmade shoes like those of Premiata and Pantofola d’oro.

Shoppers can get a closer look at clothes, accessories and their details with digital look books, runway photos, videos and images from advertising campaigns.