Around 500 exhibitors came together for the presentation of the Spring/Summer 2020 season at what was probably one of the most important international children’s fashion fairs, “Pitti Bimbo”, which took place in Florence from 20 to 22 June.

The Italian children’s fashion fair “Pitti Bimbo” was satisfied with around 5100 buyers (2400 of them international) and around 10,000 visitors overall. At Fortezza da Basso, creativity and innovations from around 603 fashion brands (399 of them international) were once again convincing this season.

Pitti Bimbo presents new “Kid’s Lab” space

“This is our first time at the fair and we are positively surprised by the international audience. Our brand Cocoi Swim follows a sustainable approach and is therefore perfectly positioned in the “Ecoethic” sector,” explains the founder of the Spanish kidswear brand Cocoi Swim. Despite the selected selection of innovative brands and collections, the areas #Activelab, KidzFizz, EcoEthic, Kid’s Evolution and Apartment are for the first time spread over a large area. An opportunity to bundle many brands in one place. “Many of our brands are brought together on one floor for the first time at Pitti Bimbo”, explains Beatriz Juarez, Head of the Spanish agency Milk Comunication, “this enables us to communicate quickly between the various exhibitors”.

Increasing focus on sustainability

While newcomer brands in the “EcoEthic” sector are concentrating on social responsibility and sustainable materials, the focus on sustainability is also increasing among the major exhibitors. “Awareness of sustainability is increasing across the board. We, for our part, work hand in hand with Plan International and donate 2% of our acquisitions to charities that help educate our children,” says Elisa Monticelli, Senior Director of the Spanish brand Wander & Wonder.

In the “Superstreet” area, Guess Kids will be presenting its Guess Eco eco line as part of a get-togethers, thereby strengthening its commitment to sustainable fashion in cooperation with I: Collect, a global service provider for the reuse and recycling of used textiles and footwear. This commitment to circular fashion is part of the major sustainability plan published in 2017. Since then, Guess has also joined the Better Cotton Initiative (BCI), which is dedicated to improving sustainability in the global cotton industry. “As a well-known and popular global fashion brand, it is our responsibility not only to be part of a global initiative to reduce the impact of fashion on our natural resources, but also to lead them,” said GUESS Chief Creative Officer Paul Marciano. The 100% organic cotton T-shirts are made from environmentally friendly materials, using cotton grown without fertilizers, chemical pesticides or genetically modified seeds.

Top markets

Leading the ranking of the top 20 markets at the fair was Russia (158 buyers), followed by Spain (150), United Kingdom (128), Germany (108), Turkey (98), Belgium (80), France (73), China (72), Netherlands (61), Ukraine (59), Greece (57), United States (46), South Korea (42), Portugal (36), Kuwait (35), Poland (35), Japan (33), Austria (32), Saudi Arabia (30) and Emirates (30).

Optimism despite market pessimism

Pitti Bimbo once again celebrated the market potential of the children’s fashion industry with the motto “The Special Click”. Despite the expected compressed areas and spaces, brands and their collections received positive feedback from buyers and the press.

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Picture: Pitti Imagine Bimbo