The premier men’s fashion trade show is embracing the fragrance-as-accessory trend with a niche perfume showcase, while it looks toward other men’s grooming categories. Pitti Uomo has introduced Hi Beauty, a dedicated space for 14 niche perfume brands, integrating fragrance as an accessory alongside clothing and shoes. This move is driven by the post-pandemic fragrance boom as retail buyers seek non-fashion products and consumers view perfumes as part of a "wardrobe." Male shoppers are a key