From Runway to Hub: Pitti Bimbo Stands Firm Amid Kidswear Storm

Pitti Bimbo continues to defend, against all odds, its central place in the kidswear arena. The professional trade fair once again planted its flag at the Fortezza da Basso in Florence on June 25 and 26 and, even with the times against the children’s fashion industry, managed to bring together around 900 buyers and 170 brands. The organization puts the foreign presence at 50%, with the United Kingdom, China, Spain, Russia and the United States as the most represented markets.

The event, which since last year is condensed into two days, is designed from start to finish by Giuliana Parabiago. The former editor of Vogue Bambini took over the creative direction a year ago and has turned the fair into an exercise in synthesis: less square meters and more narrative. “The fair confirms the challenges facing the sector and, at the same time, our vocation to be a platform for connection,“ she explains to Modaes. To reinforce this role, the organization spent the spring traveling around Europe to build relationships with buyers, content creators and the press. “It’s not about separate worlds; we have to help them come together,“ she sums up.

At the booth, the Italian show offered a heterogeneous exhibition mix. Alongside historic brands such as Monnalisa and Il Gufo, there were accessories, lifestyle and children’s décor firms attracted, according to Parabiago, by “an increasingly cross-cutting public”. The Trend Squares, editorial corners curated by stylists and journalists, acted as an aesthetic beacon, while the Mamma’s Shopping List catwalk and the Super Bike thematic area, following the theme of the show, were the main attractions.tica Super Bike, following in the footsteps of its big sister, the Pitti Uomo fair held a few days earlier, served as media bait for an event that aims to transcend the product showcase.

“The profile of participating exhibitors has changed significantly,“ warns the manager, noting that “the dominance of traditional and institutionalized brands is giving way to a dynamic mix of innovative firms.“ Thus, the event is focused on the search for proposals in specific niches such as ceremony, swimwear or loungewear, as well as exploring the potential of accessories in its offer.

Pitti Bimbo reformulates its proposal with a shorter format that focuses on lifestyle

The fair arrives, once again, at a delicate moment for kidswear. The birth rate is falling in most of Europe, resale is gaining strength and the consumer’s itinerary is sliding towards second-hand, second-hand luxury and fast fashion. “The challenge is to regain relevance and articulate courageous distribution models based on significant values, including ethical ones,“ warns Parabiago. And he sends out another signal: “Second-hand is as important for children as it is for adults, and brands are still not reacting proactively.

From the management of Pitti Immagine, CEO Raffaello Napoleone insists that the drop in buyers compared to January, when 1,300 were accredited, does not detract from the value of the event. “The brands demonstrated awareness of the moment and a vibrant energy to offer qualitative product,“ he assesses. His number two, Agostino Poletto, emphasizes a change in the way of doing business. Seventy percent of the meetings were scheduled before the opening through Pitti Connect, the digital arm of the fair.“We want to be a partner, not a showcase,“ he sums up.

Looking ahead to the 102nd edition, scheduled for January 21-22, 2026, the management outlines three priorities: shoring up the international radar, focused on the United States and Asia-Pacific, expanding the fair into adjacent territories such as children’s beauty and experimenting with immersive formats to replace the traditional fashion show. Sustainability will remain at the top of the agenda, with support from the Italian Foreign Trade Agency for hospitality programs for strategic buyers.

In the midst of economic and demographic uncertainty, Pitti Bimbo is asserting itself as a qualitative thermometer of a business seeking new certainties. “Being present as we evolve and remaining in listening mode: that is our role,“ Parabiago points out. “We have a great responsibility and we must act not as an event, but as a platform for dialogue,“ he reflects; “we must continue to learn, inspire and explore new forms of communication.