This Is Where The Fashion Is Born - Behind The Scenes Photos


It is a sizzling hot morning in June, and the clocks are striking ten. The most influential menswear trade show in Florence, Pitti Uomo has opened its gates wide open. It is a mismatch of an pre-Interet era trade-show and Instagram fashion purists’ playground. The paparazzi’s and various fashion hunters have lined up their big lenses towards the eclectic crowd. People passing by are professionals. They know exactly how to look, smile (or rather not to smile), pose and still keep moving like it was a day like any other. Except it is not.

Behind every Instagram profile, there is a much more complex person that’s the key to understand the style and fashion you see now in magazines, Youtube and with half a year delay, on street. Pitti Uomo is the place where the fashion is created, shared and celebrated by the Internet era creative geniuses.

Today is the day these prodigies of fashion and creativity show their results of months, maybe years’ preparation. And every time, Instagram goes mad about these guys. They are free prey for the hungry bloggers, photographers, journalists, tv-hosts and their followers love it. It is the powerful mixture of genius personalities (with vast followings), their unique creations and the background of gorgeous, mediaval Florence that creates this fiesta of creativity and marvel. And the Internet loves it. There is so much rich content for the bloggers and photographers that the Internet frenzy doesn’t stop until the next Pitti Uomo starts (after 6 months). But is not only the media that is interested about the latest creations. The exhibition halls around the Piazza where the creative geniuses show their feathers are full of Big Fashion Corporations, holding their breath and making notes what to include to their next collection. This is where the fashion is born.  

My name is Max Noble and I am an Adventurer, Cosmopolitan & Life Connoisseur and I am writing a book titled "The Laws of First Impression - Your guide on how to Master the Power of First Impression"

Meet the Barons, the most admired people in Firenze & soon in the world.

If you have manners or style, you don’t want to miss this story. This is a previously unwritten and uncovered story about Barons and my guide to what you need to know about contemporary style and manners.

The Grand Barons. Clyde Baron, Max Noble & Kamal Eddine Regbi. By the way, that's me in the middle. 

The Grand Barons. Clyde Baron, Max Noble & Kamal Eddine Regbi. By the way, that's me in the middle. 

You know these glossy magazines about fashion? Forget about them. And the starved boy-model in it? Already forgotten. Hipster beard? I got you there, didn’t I? If you are a man and have seen other people the last year or so, you have probably wondered how the woodchopper beard would look on you. Just admit it. And then forget it and move on. Hipsters are the victims of bad and misguided marketing to make us men look like we somehow more authentic and could kill a grisly if needed. Yes, wood chopping is good. I do it every time I when I go back to Finland to fire the sauna and I wear the boots, the weared down shirt and the stocking cap if it is cold. But I don’t wear it in Copenhagen and I would not definitely wear it at Pitti Uomo. That would be inauthentic and it looks stupid.

I am in Florence, Italy, the current ground zero of men’s style and I am with real people with real ideas and most interestingly, with real impact. I am talking about new idea that somehow captures everybody’s attention at once and seems to transfer everybody facing it. Meet the Barons. The most photographed and talked about people of the show in Florence.

But before we move on, I have a confession: I am a Baron. I am probably the worst and the best person to write about Barons. I am an insider, making me not objective. Yet at the same time I have the insider knowledge and insights that no-one else has, - yet. And the story of Barons is not been told before. Why is that? Simply because it is born as I am writing about it. It is born out of the urge to have manners and style combined with coherent life-philosophy. And we are many here in Florence this week. We are the people with superior style, great manners and true values. No-one has yet written about it.

My name is Max Noble. I am an art adventurer, watch connoisseur and globetrotter, and I commit acts of nobleness around the world. This was my first part of the article serie: The Barons.

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