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.
Italian Government Supported Pitti Immagine 2025 to Boost Fashion Internationalization
The Ministry of Foreign Affairs and International Cooperation and ICE – the Italian Trade Agency for the promotion and internationalization of Italian companies – supported Florence’s key role in the internationalization strategy of Italian fashion by backing the Pitti Immagine 2025 fashion trade shows. This contribution was fundamental for the international buyers’ incoming program and communication efforts.
“Thanks to this collaboration,” said Agostino Poletto, General Manager of PittiI mmagine, “we were able to continue investing valuable resources in bringing to Florence the most influential fashion and lifestyle buyers, while also extending invitations to buyers from emerging markets. These included both potential new clients of high-quality Made in Italy products and those who were already becoming key players for our national exhibitors. For this initiative, we worked closely with ICE staff around the world, consistently finding professionalism and deep knowledge of local distribution and consumption contexts – essential elements for serious and effective planning.”
UniCredit Was the Main Partner of Pitti Immagine
Since 2020, UniCredit had partnered with Pitti Immagine as the main partner of its trade shows, bringing ideas, initiatives, and resources aimed at supporting the development of local regions and showcasing the production and market excellence of Made in Italy products featured at Pitti Immagine events. Through this collaboration, the bank reaffirmed its role as an active partner for companies in the sector, focusing on innovation, sustainability, and internationalization, with the goal of guiding them through the evolving challenges of the fashion industry.
Buyers and Strategic Incoming: Focus on Buyers from Asia and the Middle East
In June, top buyers from all over the world gathered in Florence – especially from Asia and the Middle East, but also from the USA and Europe. Italian buyers were also given special attention. Pitti Bimbo carried out a strong incoming program, supported by the Ministry of Economic Development and ICE Agency, with the goal of offering brands and companies the widest possible range of global contacts. These relationships were developed during and after the show through two intense days of meetings and appointments.
Trend Squares
4 squares to discover the trends of Spring/Summer 2026
As visitors strolled along the promenade inside the Central Pavilion, their attention was captured by four colorful “themed squares” – vibrant, curated spaces designed to highlight the key trends shaping kidswear and lifestyle for Spring/Summer 2026. This engaging format encouraged guests to pause, explore, and immerse themselves in a world of fresh ideas and carefully selected pieces reflecting the season’s most influential directions.
Events
Mama’s Shopping List: the Pirouette Fashion Show
Katie Kendrick of Pirouette delighted the crowd with a playful twist on fashion at the “Mama’s Shopping List” mini runway show — a vibrant celebration of Spring/Summer style that turned shopping essentials into statement looks. Held on Wednesday, June 25 at 4:00 PM in the Lounge & Events Area next to Piazza Pirouette, the event brought a burst of imagination and color to the trade show floor.
Blending outfits for boys and girls with the flair of a seasonal market, the runway was filled with flavorful fashion, bold silhouettes, and must-see ensembles from Piazza Pirouette brands and select guest exhibitors. Buyers, press, and friends arrived basket in hand, ready to discover what was next.
