At Pitti Bimbo 101, the international kidswear community of exhibitors, buyers, press and influencers grows stronger.

News

Edition 101

27.06.2025

Over the two-day event, 900 high-level buyers from more than 50 countries attended to discover the latest in children’s fashion and lifestyle. Networking, special events, information, communication, and services: Pitti Immagine’s commitment to “overcoming the complex phase we are currently experiencing.”

At the Fortezza over these past days, there was a real desire to bring fresh ideas and new products to the table, for the international buyers and press who came for Pitti Bimbo 101. The nearly 170 brands that took part showed a strong awareness of the current challenges in the sector and the ongoing transformation of global retail. At the same time, they expressed vibrant creativity and great energy in adapting to change and offering end customers original, high-quality products. That same energy was evident in how they presented themselves at the fair. We are deeply grateful to them for the trust they are placing in this new chapter of Pitti Bimbo.

— Raffaello Napoleone, CEO of Pitti Immagine

Over the two days of the event (June 25–26, 2025), around 900 buyers visited the Fortezza, with about 50% coming from abroad. In addition, more than 150 journalists, media representatives, and international influencers covered the event. Including all other industry professionals, total attendance reached 1,100.

The top 15 international markets represented were: United Kingdom, China, Spain, Russia, United States, Japan, Saudi Arabia, Bulgaria, Turkey, Germany, United Arab Emirates, Poland, Belgium, Brazil, and India.

There was strong interest in the special projects, brand showcases, and calendar of events curated by both Pitti Immagine and the participating labels. Highlights included: the vibrant, colorful, and playful Mamma’s Shopping List runway show, curated by Kate Kendrick of Pirouette, who also curated the Super Bike trend area, featuring a selection of nine highly creative brands—one of the busiest and most appreciated areas by buyers and media; Monnalisa’s social media campaign, featuring high-profile international ambassadors; the lifestyle showcase from The Family Circle brands; an engaging talk hosted by Barbie with Cardiff University, exploring the positive effects of doll play. Plus, the visually stunning exhibitions curated by Style Piccoli and Milk magazines, as well as a retail strategy workshop by Shop Survivor. And much more.

Pitti Bimbo aims to be a key reference point – flexible and responsive to the evolution of kidswear in all its forms. This edition marked another step forward in the fair’s transformation journey: from the new layout with its promenade, designed to enhance interaction between brands and buyers, to the Trend Squares offering fresh editorial and trend perspectives; from the international buyer programs to the many networking initiatives before and during the show. Not to mention the special participations that enriched the visitor experience and energized the events calendar.
We want to be a true partner to both buyers and brands. In these two days, meaningful dialogue took place on multiple levels, with a spirit of continuous improvement.

— Agostino Poletto, General Director of Pitti Immagine