On January 22-23, the iconic Pitti Bimbo trade show celebrated its 100th edition—a remarkable milestone that also marked the beginning of a new chapter. Interestingly, when the number 100 is reversed, it becomes 001, symbolizing a fresh start. This January’s edition was, in many ways, a true “first edition,” expanding beyond fashion to embrace lifestyle, beauty, footwear, accessories, jewelry, publishing, and, for the first time, food.
“As the market changes, so does Pitti Bimbo,” remarked Raffaello Napoleone, CEO of Pitti Immagine. Indeed, the post-pandemic world has reshaped the landscape of trade shows globally, requiring them to evolve in innovative ways. Change is always for the better, even when it presents challenges. The fashion industry, especially the kidswear market, must keep pace with new generations. With new parents entering the market each year, it’s essential to combine industry expertise with an understanding of what today’s consumers are seeking.
A New Layout for a New Era
This year, Pitti Bimbo unveiled a revamped layout at the iconic Fortezza da Basso. Designed by architect Ilaria Marelli, an expert in interiors, staging, and design who also teaches at Politecnico di Milano, the new setup transformed the fair into a vibrant, interactive city. Visitors were guided along a promenade inspired by classic board games, with brand spaces lining the pathway. Four trend-focused “squares” served as editorial showcases, highlighting key themes:
- Newborn Style! – The first wardrobe for newborns.
- Be Magic! – Clothing and accessories for special occasions.
- Play Outdoor! – Everything for active, adventurous kids.
- Super Snow! – The latest trends for snowy days.
Monnalisa: Guest of Honor at Pitti Bimbo 100
Monnalisa took center stage as the guest of honor, launching a new communication project that extends beyond the event and into the digital sphere. Young ambassadors from across Europe, accompanied by their parents, were invited to Florence to document their experiences through a social media diary.
Within the Fortezza da Basso, Monnalisa presented an exclusive exhibition space featuring its Autumn/Winter 2025-26 and Spring/Summer 2025 collections, complemented by unique accessories. The young ambassadors participated in a live content creation session, stepping into the spotlight to showcase Monnalisa’s latest designs. This initiative will continue in the coming months, keeping the storytelling alive on social media.
Speed Date: Time to Meet
Returning once again was the dynamic Speed Date networking event, hosted by Peggy from Paul & Paula. This fast-paced session allowed brands to present 2-3 key pieces from their collections to press, influencers, and buyers in impactful five-minute meetings. The event, held on January 22 at 12 PM and January 23 at 11 AM, fostered new collaborations and opportunities in the kidswear industry.
Piccolo Coro dell’Antoniano Concert
Fashion and music merged as the Piccolo Coro dell’Antoniano performed a special concert on January 22 at 4:00 PM in the Central Pavilion. The beloved children’s choir, known for their performances at Zecchino d’Oro, took the stage with a mix of timeless classics and brand-new songs.
The choir’s performance attire was created in collaboration with Magil, a renowned Italian brand known for its sartorial excellence. Designed by Monica Maluzzani, Antoniano’s costume designer for 25 years, the uniforms featured a contemporary mix of stars, stripes, and tartan patterns in soft yet striking colors—balancing tradition with modernity. A preview of Magil’s Autumn/Winter 2025-26 collection was also showcased at the brand’s stand.
Our contributors: twin duo Ilaria and Silvia Cianciaruso and Junior Style Mini Ambassador Angelica
Pitti Bimbo 100: Embracing Growth, Change, and Innovation
More than just a milestone, Pitti Bimbo 100 proved that growth, change, and an open mind are the true keys to success. Whether you’re an established brand with decades of heritage or a newcomer looking to make an impact, staying relevant requires continuous action and innovation. The fashion industry moves fast, and maintaining success and fame demands adaptability, fresh perspectives, and the courage to evolve. By expanding its vision and embracing new ideas, Pitti Bimbo has set an example for the entire industry—showing that the future belongs to those who are willing to reinvent themselves while staying true to their essence.
