PITTI BIMBO kicks off a new chapter with the Edition 100

PITTI BIMBO kicks off a new chapter with the Edition 100 – 001!

News

Edition 100

24.01.2025

The Fortezza da Basso welcomed over 1,300 buyers for the relaunch edition of the trade show. Widespread praise for the new format, increasingly lifestyle-oriented, and the high quality and focus of the buyers present. This edition brought energy and new momentum to the world of kidswear, during a period of significant transformation for the sector.

Redesigning the trade show to celebrate the 100th edition was a winning choice, and investing in a completely revamped layout and a series of measures to make participation easier for companies and buyers has proven to be a resounding success. We wanted to be even closer to the companies and the market during this time of profound transformation, and the energy and focus we experienced over these two intense days at the Fortezza were shared by everyone. The creativity displayed by the 170 brands showcasing their new collections, innovative product ideas, and determination to address the current needs of their clients and the changes in distribution were truly commendable. We owe them our gratitude for their trust in this new direction for Pitti Bimbo.

— Raffaello Napoleone, CEO of Pitti Immagine

During the two-day event (January 22–23, 2025 – a shift from the previous three-day format), over 1,300 buyers visited the Fortezza, including 300 from abroad. They were joined by nearly 150 journalists, media representatives, and international influencers who covered the event. Overall, including other industry professionals, the total attendance reached 1,700.

The top 12 foreign markets in attendance included Russia, Spain, China, Turkey, South Korea, Germany, Saudi Arabia, the Netherlands, the United Kingdom, Greece, Japan, United States.

We’ve received a great deal of positive feedback from exhibitors over these two days. Everyone reported strong attendance on both days, the return of many important Italian buyers, and the participation of top-tier international buyers (representing over 50 countries), thanks in part to the excellent work in fostering attendance supported by the Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency (ICE). The new, more compact format centered in the Central Pavilion was well-received, as were the themed squares showcasing trends and the expanded lifestyle offerings – including beauty and wellness, food, and publishing – which are essential to providing a comprehensive view of the children’s world. Networking initiatives were highly appreciated, providing strategic opportunities for connection and collaboration between brands, buyers, and media to drive business and develop new projects together.

— Agostino Poletto, General Director of Pitti Immagine

Great attention was drawn to the projects, special participations, and scheduled events proposed by the brands. These included Monnalisa's innovative social communication project, featuring six exceptional international ambassadors; the unique lifestyle offerings from the brands of The Family Circle; the much-followed performance by Piccolo Coro dell’Antoniano in collaboration with Magil; the two highly attended Speed Date sessions curated by Paul&Paula; the video installation “What’s HOT! @ Pitti Bimbo” presented by Pirouette; the stunning photography exhibitions by Style Piccoli and Milk Magazine; the Books Around Fire installation curated by Oriana Picceni; the workshop on retail strategies by Shop Survivor; and much more.

It is also worth noting the success of the limited-edition pieces and capsules created by 15 participating brands, specifically dedicated to “Pitti Bimbo 100 – 001” and made available for exclusive preview and purchase by international buyers during this edition.