The 93rd edition of Pitti Bimbo was held from 30 June to 2 July 2021 in the Fortezza da Basso, Florence, concomitantly with Pitti Uomo 100. Following two exclusively digital editions, the Pitti Immagine fairs were the first big international fashion rendezvous to reopen. The Fortezza was a physical space as well as a place that symbolized a new beginning characterized by enthusiasm and a desire to react on the part of fashion system players. We acted as trailblazers, offering a model of safety, innovation and a concrete synergy with our new digital tools. The qualitative level of the proposals and the projects presented by the brands, this edition’s special format – “100% BAMBINO”, organized like a concept store capable of involving and communicating the trends of the moment – as well as the feedback and the numbers themselves, which we will now share with you, have filled us with satisfaction.

108 brands presented their Spring-Summer 2022 collections
65 of which from abroad 
The majority (70) chose to be present both at the Fortezza da Basso with their own exhibition space and on line on Pitti Connect. 
38 brands participated exclusively on the Pitti Connect digital platform.

During the three days of the fair, which was held at the Fortezza concomitantly with Pitti Uomo, the exhibition spaces of Pitti Bimbo were visited by:

1,766 professionals in total (buyers + agents and representatives + suppliers + media operators)
1,113 total buyers
798 Italian buyers
315 foreign buyers

Europe headed the list of the markets of origin (Germany, Spain, France, Greece, Belgium), with very good performances also from Eastern Europe (Russia, Poland); there were also buyers from the United Kingdom, the United States, Turkey and the countries of the Middle Eastern area (Emirates, Kuwait, Israel, Lebanon).

 

PREMIUM BUYERS

Buyers from some of the most important international stores, boutiques, department stores and on-line retailers took part in this edition of Pitti Bimbo in the Fortezza. The buyers included:

ABC (Lebanon), Barbara Frères (Germany), Bosco di ciliegi (Russia), Browns (UK), Harvey Nichols Doha (Qatar), Kangaroo (Russia), Kid's Puzzle (Kuwait), Lodenfrey (Germany), Luisaviaroma (Italy), Lukse (Russia), Mantovani (Italy), Marcos (Italy), Mercury – Tsum (Russia), Papenbreer (Germany), Peter Pan (Italy), Pupi Solari (Italy), Regina (Russia), Rinascente (Italy), Sagmeister (Austria), Tessabit (Italy), Trench (Spain), Winny (Russia).

Some of them, through the BUYERS SELECT online format, shared a special selection of unmissable brands for contemporary kidswear wardrobes with the Pitti Bimbo community.  These included names like: Barbara Frères (Barbara Frères für kinder – Germany) and Antonella Bakousi (Antonella Kids – Greece).

236 press operators took part in Pitti Bimbo 93. 
National and foreign daily papers and periodicals, sector magazines, TV stations and on-line publications followed the fair recording the trends and new ideas.

The countries of origin of the main foreign media were: France, Germany, Russia, United States.

Here are some of the daily papers, magazines, on-line publications and TV stations that followed Pitti Bimbo 93:

Asahi.com (Japan), Corriere della Sera (Italy) Donna Moderna (Italy), Elle Kids (Italy), F Magazine (Italy), Fashion Magazine (Italy), Fashionnetwork (France), Fashion United (The Netherlands), Fashion Snoops (USA), Highsnobiety (USA), Il Sole 24 Ore (Italy), Journal du Textile (France), Kids à la Mode (USA), Kid’s Wear Magazine (Germany), La Repubblica (Italy), Luna Media Group (Germany), Milk Magazine (France), Milano Finanza Fashion (Italy), Milk Magazine (France), Ninsmoda (Spain), Pambianco (Italy), Pirouetteblog (UK), QN Quotidiano Nazionale (Italy), RAI (Italy), SKY (Italy), Smudgetikka (UK), Style Piccoli (Italy), Vogue Kids (Russia), WWD (USA), WWD (Italy).

I WANT TO BE GREEN
Two special meetings on the stage of the Unicredit Theater which enriched the project dedicated to sustainability in kidswear.  The protagonists: Dimitra Zavakou, project curator, Barbara Mezzanotte (Mezzanotte Store), Claus Nielsen (Bobux), Salina Ferretti (FALC), Shana Laub (Shana and Toad), Sara Bandinelli (Miniconf), Dinie Van Den Heuvel (Infantium Victoria).
 
VIRTUAL TOUR IN KOREAN AND JAPANESE 
For buyers in Japan and South Korea who, due to travel restrictions, were unable to visit the Fair we presented the collections directly from the event through two special original language virtual tours.

INSTAGRAM REELS
A series of Instagram Reels, published on the Pitti Bimbo profile and relaunched by the protagonist brands and their buyers.

STYLE PICCOLI
Live social network presentation on the Instagram profiles of Style Piccoli and Pitti Bimbo with Chiara Bidoli, director, and Daniela Stopponi, fashion director.

INTEREST GROWS IN THE BRANDS ON THE ONLINE PLATFORM

Pitti Bimbo has registered significant performances on Pitti Connect.  The number of online visits has already touched on the 20,000 mark and is growing.  The digital platform was confirmed as a strategic business tool: it increases the visibility of the brands and their collections, it makes information and images available in real time and puts designers, companies, buyers and press in touch with each other, broadening the reference markets. 

Pitti Bimbo, online until 10 September, recorded the following results on Connect in the period monitored: 

 

BUYERS ON PITTI CONNECT

Buyers who logged in:
1.388 total buyers 
784 Italian buyers 
604 foreign buyers 
        
The main countries from which the website was accessed: 
Spain, Germany, Japan, United Kingdom, South Korea, Greece, Poland, Belgium, United States, Ukraine, Russia, Serbia, France, Israel, and Turkey.

 

PRESS AND MEDIA ON CONNECT

192 Italian and international journalists and media operators logged in and visited the fair.

Main countries of origin: Germany, United Kindom, Greece, United States, Japan, Russia, Poland, Korea, France, Belgium, Nederland, Ukraine, Turkey, and Israel.

 

THE BILLBOARD

On Pitti Connect, the intense online editorial and communication activities promoted all the potential of the brands and collections at Pitti Bimbo 93.   Through dedicated profiles, live events, style itineraries, talks and daily reports broadcast online on The Billboard and relaunched through the newsletters and social network channels, buyers and press were able to learn more about next season’s international kidswear trends.

45 planned content items

13,000 pages viewed 



The online editorial projects included:

I WANT TO BE GREEN
A focus on the brands that bring kidswear in line with the “eco-conscious” momentum of the new generations;

WE ARE HERE FOR YOU
Service reserved for Italian and foreign buyers who want an in-depth personalized itinerary through the Pitti Connect brands;

PITTI BIMBO EDITORIALS
Kids’ lifestyles explored with curiosity and passion by the fashion editor Maria Giulia Pieroni who, for this edition, has chosen the themes of sustainability and dinosaurs;

WALK-THROUGHS
The latest kidswear innovations presented through across-the-board style itineraries where it is possible to find combinations, suggestions, useful creative ideas and the best brand mix expressions.

THE NEST CREW
The brand launched by The Nest, the Pitti Bimbo hotbed of budding brands curated by Dimitra Zavakou, and now already heading towards success.

AROUND KIDS
A virtual journey through the world of children at every latitude.

BUYERS SELECT
Meetings with top international buyers to learn about kidswear trends.

STYLE BETWEEN THE PAGES – FROM ART TO FASHION 
Illustrated books for young and old that offer cues for talking about fashion, curated by the Style Piccoli journalist, Oriana Picceni.