The historically traditional menswear-focused Pitti Uomo has taken a major step toward embracing the world of streetwear.

Though typically reserved for brands of the tailored-suiting variety, this semi-annual tradeshow event has recently made moves to recognize the ever-growing influence of high-end streetwear brands. Last season, its guest designer was Marcelo Burlon, whose motocross-tinged line was a refreshing shift from the clean-cut, traditional menswear collections that dominate the trade show.

Next season, in January, 2015, Pitti Uomo will continue in that direction by hosting Shayne Oliver’s Hood By Air as its special guest—along with official guest designer Marni. This news is not only huge for HBA, but for the other luxury streetwear brands that had hoped to be a part of the world’s largest, most prestigious menswear event.

“I saw their first event two years ago, and ever since then I have been struck by the unique creative process developed by the HBA,” said Lapo Cianchi, communications and events manager of Pitti Immagine, ”and by their distinctive way of making each, meticulously styled collection into a strong statement about gender, social class, power and beauty.”

As part of its guest role, HBA will produce a special event for Pitti Uomo. And judging by its history of next-level productions, it’s safe to say Pitti is in for an epic show.

[via Pitti Immagine]