From June 27 to 29, Florence's Fortezza da Basso will host Pitti Immagine Bimbo, the largest international children's fashion fair.
New to this year's show is Baby World, an area dedicated to design and culture, which will be located in the Sala delle Grotte dell'Area Monumentale in the Fortezza da Basso.
It is a unique project that sets its sights on design for infants, and on the interaction between technology and fashion for the little ones an important sector that Pitti Immagine decided to make an annual event at Pitti Bimbo.
With a special design created by architect Alessandro Moradei, Baby World completes the offering of Pitti Bimbo for the world of kids and babies, and is further confirmation of the fair's ability to perceive and respond to market demands and evolution.
On the occasion of Baby World's launch, Pitti Immagine is presenting Minidesign, an exhibit curated by Cristina Morozzi that brings together baby decor designed be well-known designers and international design houses.
Set against the backdrop of a fairground will be mini versions of design classics, remakes of children's classics, collections from design firms dedicated to kids, games, stuffed animals, puppet and more.
The children-sized world that is 100% design will include big names such as Philippe Stark, Eero Arnio, Hans Wegner, Marti' Guixe', Andrea Branzi e delle aziende Vitra, Kartell, Driade, Magis and Cyrys Company.
New View - the section dedicated to international collections geared towards research, experiments and niche brands - is expanding. It will add the Sala Alfa to Salone M, which doubles its exposition space.
The new set-up is the work of Logica Architettura, Carolina Nisivoccia and Riccardo Salvi, already protagonists of creative projects for big names in fashion and design.
Eco Ethic is also growing the space for companies with an ethical and eco-friendly approach goes from 14 exhibitors to 22 exhibitors, who will also be housed in the Sala Alfa, transformed especially for the event by Florentine architect Alessandro Moradei.
Joe Velluto, a group of ''Made in Italy'' creative directors and designers, specialized in design, animation and graphics, will coordinate the set up of Super Street, the section dedicated to denim and street-wear.
There are over 60 brands whose special collections will offer a precise cross-section of this sector in continuous expansion.
It will include not only fashion but an actual life-style made up of images, sounds and scenes related to the world of youth.
Establishment brands for international fashion houses that chose to launch their junior collections in Florence are also on the rise, consolidating the offerings of Pitti Bimbo and Sport Generation the sections dedicated to children's wear and baby collections from the big names and fashion houses in the business.