Copenhagen-based label Sunflower staged a special runway show in Florence as the CPHFW Special Project during Pitti Immagine Uomo 110, bringing the brand to an international audience.

The partnership formed part of Copenhagen Fashion Week’s 20th anniversary programme and highlighted Pitti Immagine’s longstanding engagement with Nordic design.

“For this collection, our first presented in Florence, we kept coming back to the same idea: keep things simple, like a Keith Richards riff. Sunflower has always been about denim, great suits, leather, and great knits. Nothing added unnecessarily. Just real clothes, real people, and real energy.” – Ulrik Pedersen, Founder, Sunflower

Staged at Maggio Musicale Fiorentino, the show introduces a live performance format that expands Sunflower’s creative expression. The collection continues Sunflower’s exploration of tailoring, leather, denim, knitwear, and everyday staples, with familiar silhouettes returning in sharper, more defined proportions.

Instead of staging a traditional runway show, the presentation takes the form of a live performance. Musicians August Rosenbaum and Jakob Littauer create and perform the soundtrack in real time, shaping the atmosphere as the show unfolds.

Rather than separating cast from audience, the performance integrates movement throughout, with individuals selected for their character and presence. The casting draws on real people from Florence, creating a direct connection between the city and Copenhagen.

“For us, this marks the next chapter of Sunflower. The foundation is the same, but the expression is sharper and more defined. We’ve always believed in keeping things simple - like a good rock song. Direct, clear, and without anything unnecessary. Florence gives us the right setting to present that clearly.” – Ulrik Pedersen, Founder, Sunflower

“We’ve followed Sunflower with great attention for its clear identity and consistent approach to product. The brand represents a strong contemporary voice in menswear, and we’re proud to welcome Sunflower to Florence as part of this collaboration with Copenhagen Fashion Week.” – Antonio Cristaudo, Pitti Immagine

“Sunflower has built its own clear identity over time — independent, consistent, and with a strong sense of point of view. The brand carries a directness and character that feel both grounded and distinct. We’re proud to bring Sunflower to Florence as part of our 20-year anniversary programme and to support this next chapter as the brand steps onto a broader international stage.” – Cecilie Thorsmark, CEO, Copenhagen Fashion Week