According to conflicting press reports, the Italian government has decided to invest between €1.5 million and €2 million in a series of evening galas, concerts, exhibitions and other events around the June 17-20 edition of Pitti Uomo to help develop Florence as a “Hometown of Fashion,” in competition with other fashion capitals such as London, which is holding fashion fairs on the same dates. Five important florentine brands including Gucci, Ferragamo and Pucci are going to participate in the festivities. For its part, the municipality of Florence is going to invest €80 million in upgrading Fortezza da Basso, which hosts Pitti Uomo and other fairs organized by Pitti Immagine. Work on the new project will start next spring.