Fashion - June 28, 2023

U.S. Polo Assn. chooses Florence to unveil Spring/Summer 2024 collection

What better setting than Florence – during Pitti Immagine Uomo – to present and celebrate the new Spring Summer 2024 collection of U.S. Polo Assn., the official brand of the United States Polo Association? The brand unveiled the clothing collection (created by INCOM), dedicated to him and her. The beautiful setting of Fortezza San Giovanni, known as Fortezza da Basso, provided the perfect backdrop for this grand event. The inspiration came from the love of summer, bright colors and the evocative vibes of the Mediterranean Sea. The reality of U.S. Polo Assn. represents a piece of sports history and funds polo around the world, supporting the various clubs, global charities and players, while never forgetting the welfare of the horses. In addition, real polo players are the brand’s global ambassadors.

This collection perfectly captured the essence of teamwork, energy, and a distinctly sporty aesthetic told through the slogan “Live authentically.” Between shirts made from lightweight fabrics such as linen and seersucker, floral patterns and irresistible retro inspiration. These are just some of the elements that characterize the imagery of all the creations. Among the accessories, however, watches and the jewelry collection stand out. Precisely, the U.S. Polo Assn. Watch & Jewelry Collection by Eurotrade, is inspired by the emblematic classic American style, but with that unique sporty allure.

The new collection for Spring/Summer 2024 represents the perfect combination and exploration of new shades of color, with jewelry embellished with natural gems and colored crystals, perfectly in tune with the most beloved season of the year.

U.S.POLO ASSN SPRING/SUMMER COLLECTION 2024










A magical evening full of guests

To celebrate this extraordinary success, the renowned fashion house organized an exclusive event last June 15 at the famous Giardino Torriggiani, a vast park of about seven hectares in the heart of Florence. Here, guests enjoyed a magical dinner, enhanced by performances by Antonio Signorini, an internationally recognized sculptor of Tuscan origin. Then, the evening was graced by Santi Serra, a true master in the art of symbiosis with animals-in this case with his magnificent horses. The musical part of the event was handled by Planet Funk, while guests included brand ambassadors such as Federica Nargi, presenter and entrepreneur, Alessandro Giacchetti, Director of FIP Europe, and Stefano Giansanti, captain of the Italian national polo team and president of the Roma Polo Club.

Here are some images from U.S. Polo Assn.’s Live Authentically event in Florence. Among the event’s brand partners were “Il Borro,” along with “Taittinger and Sammontana Gelati.” In addition, “Centro Porsche Firenze” supported the event both as an exhibitor and sponsor with branded cars, helping to make the evening unforgettable.

















article produced in collaboration with U.S.Polo Assn.

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