AW 2012/13

Pitti Bimbo Florence



Florence, Fortezza da Basso, 28-30 June 2012

The news, the sections and the numbers

Special projects and previews 
With about 486 collections (192 from abroad), over 7,000 buyers and a total of more than 11,000 visitors at the last summer edition, Pitti Bimbo can truly be considered the major children’s fashion fair in the world. It offers a perfect vantage point for viewing all the lifestyle trends that are the result of crossing the wires of fashion, food, art and design. This 360° view covers it all, from the classic-elegance of the big brands at Pitti Bimbo, to the sportswear at Sport Generation, from the creativity of the sophisticated, research-oriented names at New View and EcoEthic to the urban couture at Super Street, to the avant-garde collections at Apartment.

The new entries and returns at this edition include Cruciani, Jottum, Stillini, Unlimited, Gaudì, New Generals, Fiat 500, Ducati, Fiorucci, 813 and Come nelle Favole. The list of special projects include the presentation of “MyoTronic” by Foppapedretti, the innovative stroller with an electric motor, aluminum frame and highly technological design that won the prestigious Red Dot Design Award.

WONDER FOOD PITTI, this edition’s theme 
WonderFood Pitti is the key theme for the summer editions of the Pitti Immagine fairs…simply because, now more than ever, we are all talking about food. It is a theme close to contemporary lifestyle issues and Pitti will tackle it starting from the land where food is grown and produced. Culture, love and taste for what eat “via nature”: a way of getting back to the fundamental reasons of living and a way to reinvent aesthetics, ecology and the urban panorama. The site-and-symbol of WonderFood Pitti will be the forecourt of the Fortezza da Basso, right in front of the Main Pavilion, where visitors will be able to see incredible but real gardens – colorful geometries of seasonal fruits and vegetables– designed by Oliviero Baldini – watched over by mannequin-scarecrows wearing clothes designed for the occasion by a select group of Pitti Uomo exhibitors from around the world.

The fundamental role of the buyers who attend Pitti Bimbo 
It is the thousands of Italian and international buyers who make the fair a success: they “certify” the quality  of the offering, the ability to consistently renew and refresh, the clarity and careful segmentation, and the commitment to discovering new brands and new talents. Just to mention a few of the retailers that send their buyers to Pitti Bimbo: Giò Moretti, La Rinascente, Pupi Solari, Giglio Bagnara, and Tessabit; Fortnum & Mason, Harrods, Liberty and Selfridges from Great Britain; Le Bon Marché, Printemps and Galeries Lafayette from France; Engelhorn, Loden Frey and Peek & Cloppenburg from Germany; Barney's, Bergdorf Goodman, Saks and Neiman Marcus from the USA; Bosco dei Ciliegi from Russia; El Corte Inglés from Spain; Isetan, Hankyu, Sogo & Seibu and Ships from Japan; Harvey Nichols Riyadh and Al Garawi from Saudi Arabia; Lollypop from the Arab Emirates; Helen Marlen from Ukraine; Beymen and Harvey Nichols Istanbul from Turkey...and many others, from new markets too such as Brazil. 

Inside Pitti Bimbo…

Pitti Bimbo and the Pop Up Stores 
The “tour” begins with Pitti Bimbo – big name brands and luxury clothing for infants present elegance in a contemporary key created just for children. The offering at the heart of the fair in the Main Pavilion is enriched with close-up looks at “grown-up” fashion trends and lifestyle items for the youngest set: fragrances, jewelry, eyewear, furnishing accessories, bags and travel accessories. And new Pop Up Stores will be popping up with a wide range of colorful, fun accessories to enliven the exhibit. The names at this edition include: Bea Legami Preziosi, Caco Design, Erfurt Luxury Accessories, Le Pandorine, Lotty Dotty LLC, Nupkeet, Perla del Forte and Sonatina.

Apartment. Lifestyle luxury in children’s fashions 
At the Lyceum we will see Apartment, a special section – now in its eight edition – with a striking new theme-setting designed by Ilaria Marelli. Apartment showcases a select group of international names in children’s fashions that do research on contemporary luxury lifestyle trends and target a discriminating niche clientele. The names at this edition include: Amelia, Leoca and Pale Cloud.

New View. Between fashion and design the Pitti Bimbo concept lab
New View is carrying on its mission and this time it includes a new layout designed by Oliviero Baldini that is characterized by more open spaces and greater dialogue among the various products and collections. The section, located in Hall M on the Lower Level of the Main Pavilion features collections with high creative content and innovative brands for a demanding clientele – and as always, it is the place for experimentation in children’s fashions. At New View style contaminations go beyond kidswear and reach the world of design and shelf-items with surprising special projects. The names at this edition include: Biancolatte, Caffè D'Orzo, Elfie, Hebe, Piccolo Atelier Cristina Tajariol, Pokeamoke and Scarabocchi di Patipò. 

And, we absolutely have to mention the Kidsroomzoom,  presented by the design brand Unduetrestella di Paola Noe' e Thomas Maitz: a special installation dedicated to the young world – pint-sized design, contemporary art, fashion and foods - that is coming to Pitti Bimbo straight from the Salone del Mobile.

EcoEthic. Pitti Bimbo is going green! 
EcoEthic, situated in one of the Pop Up Stores areas in the Main Pavilion, is the section dedicated to green themes featuring a selection of the best brands that make sustainable fashion part of their signature. Here are firms from all over the world that produce their goods using organic and biological materials, protect local manufacturers and small communities…and at the same time work to save our planet.

E-PITTI.COM a world of opportunities online, and also in Japanese starting in June will be back in June with the online versions of Pitti Bimbo 75 and now will also be available in Japanese to offer more opportunities to the buyers from one of the fair’s most important markets. Developed as a service for all Pitti Immagine certified buyers, makes it possible to experience the fair online for a month after the show closes: buyers can go back to the stands, and discover new brands and trends for the coming season. The fairs will also be flanked by online showrooms where buyers can start – and conclude – business with the vendors.

The runway shows and events: a fashion week for children only  
Pitti Bimbo also owes its success to the important promotional events, runway shows and cultural programs that flank each edition. The runway shows, that attract increasingly bigger audiences, not only launch new trends and collections – they offer invaluable ideas in styling and combining clothing and accessories.

The brands that will be coming down the Pitti Bimbo runways this season include: Miss Grant, Elsy, Miss Blumarine, Fun & Fun, Il Gufo; Didido will be presenting the multi-brand show entitled "Vita Reale".

Simonetta will hold a special event for customers and the press, while Mimisol will be bringing a new and special cradle to Pitti Bimbo. Plus: the Monnalisa special event, the presentations of the Illudia and Stillini collections with press conference and drinks – and the presentation of the Ronnie Kay line.

Young Versace will be back in Florence to celebrate the new 2012 spring-summer collection with a cocktail reception for buyers and the press in the magnificent setting of Palazzo Corsini.

MONDADORI Pubblicità: at the Fortezza with projects for the world of children
Mondadori Pubblicità will be at Pitti Bimbo n. 75 with a series of projects related to the world of children and with the Mondadori Appointment area located in the heart of the Fortezza da Basso: a place for the major players in children’s fashions to meet with and talk to the directors of the group’s periodicals.

The new media project
Presentation of the new, project created by Emanuele Della Valle and Mediabend Capital. This exclusive portal is dedicated to mothers of 0 to 10 year olds who are looking for original ideas and stylish inspirations. And they will find it all in interviews with famous moms who are committed to helping the world, contributions from international names in journalism and photography and also a huge community: has a goal: to become the new fashion link for all the mothers in the world.

New Names and Numbers


486 brands/collections to be shown at this edition
192 brands from abroad (39% of the total) 
90 new names and reentries
475 participating firms

Exhibition area 
47,000 square meters

The 8 sections: 
Pitti Bimbo, Sport Generation, New View, Kids’ Design, SuperStreet, EcoEthic, Apartment, Pop Up Stores

Buyers / visitors 
11,000 visitors 
over 7,000 buyers at the last summer edition of whom 2,600 (37% of the total) came from abroad the main foreign markets: Spain, Russia, Germany, France, Belgium, Great Britain, Turkey, Greece, Holland, Ukraine, Brazil, China, Japan, Switzerland, Portugal, United States and South Korea.

The new names and returns at this edition include: 
ARGENTINA: Babytime, GdeB, Lechezucca, Magdalena Esposito, Mimo&Co., Muaa, Old Bunch, Pioppa, Queen Juan;  
AUSTRIA: Io Bio;   
DENMARK: New Generals;    
FRANCE: Bleu Comme Gris Paris, Cacharel, Chupeta, Coqenpate, Kiwi Saint Tropez, Pate de Sable, Thea, Soeur, Viquious;  
GERMANY: C.Pauli GMBH, Ever T.Frank Baby, Littl by Lilit;   
GREAT BRITAIN: Annafie LLP, Elfie, Pale Cloud, Sunuva;    
GREECE: Giannopoulos, Mou Mou – Anna Patapi, Selini Action;   
HOLLAND: Another World, Claesen’s, Jottum, Seguro, Souza For Kids;  
ITALY: 813, Abacab Kids, Alice Pi, Azuè, Bea Legami Preziosi, Belle & Giocose, Biancolatte, Caffè D’Orzo, Colorichiari, Così Com’è, Cristinaeffe, Crochette, Cruciani, Cuchì, Ducati, Emamò, Fiabesca, Fiat 500, Fiorucci, Gaudì, Guru Gang, Karinakids, Kilt Heritage, Loredana, NupKeet, Perla del Forte, Piccola Ludo, Piccoloateliercristinatajariol, Pokeamoke, Produttori Italiani, Rever Gioielli, Scarabocchi di Patipò, Shake, Smiley Kid, Timbi, Unlimited, VP335;
PORTUGAL: Tiffosi Kids;  
RUSSIA: Malenkaya Lady;   
SPAIN: Barcarola, DC Kids, Mebi-Nature, Nanos, Santajaparos, Rubio Kids, Unisa, UBS2;
SWITZERLAND: Come nelle Favole, Stillini; 
UNITED STATES: Guess Children’s Shoes, Lotty Dotty LLC;

Pitti Immagine thanks the Italian Ministry of Economic Development for the important support in the realization of Pitti Immagine’s fairs. 

Pitti Immagine Bimbo thanks Henry Cotton’s and New Balance for dressing the Pitti Boys & Girls .


Pitti Immagine is an Italian company devoted to promoting the fashion industry worldwide. From the top down, its motivated staff fully believes in the concept of the modern trade fair as an event that is in a constant stage of renewal and development – indeed Pitti Immagine has recently expanded its scope to include other industries such as food and fragrance. According to Pitti Immagine the trade fair must create clear and stimulating relationships involving the exhibitors, their collections and the buyers and public, by offering information, and knowledge.

A sector in constant growth found its first fair: Pitti Bimbo burst onto the scene in 1975, intercepting the changes in the consumer habits of families and presenting high quality clothing for children. The fair also included the first ever mini-fashion shows!


fair contact
Pitti Immagine srl
Via Faenza 111
50123 Florence
phone +39 055 369 31
fax +39 055 369 32 00