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Yesterday afternoon the Italian Trade Commission hosted a luncheon in honor of this year’s Pitti Uomo guests, Rodarte’s Kate and Laura Mulleavy and Band of Outsiders’ Scott Sternberg. This year marks the 10th anniversary of the Florence-based fashion week and trade show—or as we like to call it, the best dressed week of the year. To celebrate, they’re launching a number of new initiatives. One, called Guest Nation, will honor a new country every year starting with Brazil. Brazilian designers will be welcomed in Florence and given the chance to show off their wares alongside established Italian names.

There is also, of course, a blogger element. Forty of the world’s top bloggers will be flown to Florence to celebrate with Luisa Via Roma and Sarah Jessica Parker, who’s the official host of the festivities. Vivienne Westwood will launch her Ethical Fashion Africa collection in collaboration with Yoox.com and Pringle of Scotland is presenting an archival collaboration with Central St. Martins. As for the guests, Sternberg will present his men’s SS12 collection as well as the women’s resort—but it will be the only presentation of men’s which could mean a women’s only show in New York come September. And as far as Rodarte’s concerned the Mulleavys were offering even less info—they’ll show something special, but any other details will have to wait until June.