Pitti Uomo has announced they will be including luxury sex toys in their Unconventional section of their fair.
The Unconventional section aims at offering a selection of fashion forward brands that range from gritty to hyper-tech, from athletic-minded to gender-free. The selection is hosted in the Archivi section of the fair and will feature set design by Milanese architecture firm, Storage Associati.
Designed in Stockholm, Lelo specializes in beautifully designed, high-end sex toys. The Swedish brand has released dozens of designs that continue to shape the way the world views personal pleasure, since its launch in 2003.
Since its beginnings, the brand has been awarded numerous prizes, as it offers a unique portfolio which now extends through to bedroom accessories, personal massagers known as Pleasure Objects, massage oils, and soy massage candles.
“Millions of people enjoy LELO. Sometimes you keep best luxuries to yourself," said Founder Filip Sedic on the brand’s website.
This is the first time Pitti has decided to add sex toys to its selection of brands, and can be defined as a turning point for the perception of how toys are seen by the public. "By displaying them as luxury items, consumers won’t be afraid to buy them openly," said Manuela Carini, the head of sales of Lelo products in Italy.