Florence is preparing to host the most important world event dedicated to "baby-fashionistas" and their fashion loving parents. Pitti Immagine Bimbo (Fortezza da Basso - 22/24 January 2009) takes place twice a year and focuses on a market area which promises to remain unscathed by the current recession.
Agostino Poletto, deputy general manager of Pitti Immagine, explains that "Pitti Bimbo is the only trade event in the world that offers a complete overview of the children's fashion galaxy." "The show" , he says, " is evolving according to a lifestyle concept and now it features not only different looks and styles in children's fashions – from sportswear to the classic-elegance of the big brands, from the creativity of independent brands to street couture – but also textiles and design related to the youngsters' world"
And looking at the numbers, it seems that the Italian fashion industry for 0-14 years old children found a new golden path to success over the past two years and will grow steadily in the future. According to the Smi, Federazione Tessile e Moda, 2007 was a good year for the junior apparel segment of the Italian Textile and Fashion industry. Sales exceeded 2.6 billion euros, for a 4.6% increase that was well above the growth rhythms of the fashion segment as a whole (+ 3.4%). The overall increase in 2007 sales was made possible mainly through the contribution of a growing foreign trade and 2008 has confirmed these trends. Indeed, even foreign designers are now launching junior collections, following the path originally opened by Giorgio Armani.
Armani understood the potential of a children line 25 years ago, when he launched his Armani Junior clothing line in 1983, scoring a great success.
Dolce & Gabbana started D&G Junior in 2001 and by 2008 the line represented 12% of wholesale sales with a 30% yearly increase. And now many more designers have opened or are launching their children/kids lines and various names from the international fashion establishment chose Florence as the venue for preview showings, like John Galliano and Girk Bikkembergs .
But Pitti Bimbo aspires to be more than designer cutwalks for kids. The Eco Ethic area for brands with an ethical and fair trade approach, is trying to please a different niche of the market and promote a different lifestyle. This edition will bring a selection of the best brands in the field to Florence, reflecting the buyer's sensitivity and awareness of a rapidly growing sector.
Who would have thought that the aspirations of the Italian children fashion industry go hand in hand with saving the wishes of the world to save the international economy and stop global warming - all happening the cradle of art that is Florence?!
