My big Pitti Bimbo 90 recap!

Pitti Bimbo 90
Children’s fashion is going through a demanding process of which we are all aware. This means that things are a bit slow, some markets are suffering, and overall we are missing diversity. The situation is not new and when going to a fair I am especially looking forward to seeing how everyone is dealing with it.

Therefore it was great to see, again, a very strong international attendance on both sides of the market – exhibitors and buyers. An attendance that values the efforts Pitti Bimbo makes in terms of research, collaborations, shows, innovation, and creativity. The general look of the fair, for example, was my favourite to date. I absolutely loved the colourful and very inspiring installation you can see in the first photo.

A great resume is something Christina Rohde said: “It is a really unique opportunity for visibility. And the atmosphere was very pleasant, very friendly, a bit like a festival. This is the first time I felt that the children’s wear industry was being taken seriously. The visitors were true members of the trade, well-prepared, and this is an aspect that is often missing at other fairs. The brands and the event itself make the rendezvous interesting for clients: as soon as you go in, you understand the great effort that has been put into making the atmosphere so incredible, from the colours to the design to the energy, it’s all really exciting.”

Over 550 brands exhibited but with the different pavilions that each follow a topic like sport, street, or elegant it is very easy to get around and to stay inspired. And the number of buyers almost reached 5,900, from almost 80 foreign countries. With an overall number of visitors of 10,000.

Pitti Bimbo 90

Pitti Bimbo 90

And yes, the atmosphere was excellent, very positive and uplifting. Which I found so important because it is easy to look at all the difficulties and to focus on everything that is not going well right now. Together with the catwalk shows, the pop-ups, and the presentations, that were all very upbeat, we were thrown into a fun mood for the whole season.  Filled with colour and energy!


1970s Hippie and retro inspiration with more deep colours and especially purple and green combinations! (a little too much for my taste especially it was around a lot). All over, and again, there was and is a lot of things we have seen already. And not just stuff that was cool 30 years back and is here again. No, things that keep hanging around season to season.

Basically – it is difficult to talk trends. Brands are playing safe and even the stronger ones with good fashion collections are missing a bit the special detail. The piece that makes your fashion heart beat a bit faster or that you absolutely want to work within a shoot for example. This is what is missing for me right now.

So what else did I see a lot and that stood out a little? Tartan fabrics, jacquard knitwear, and athleisure is still big and going nowhere. Everyone is doing sneakers, suits are more sporty than tailored, and accessories are beanies instead of glam scarves.

So basically, if you have a couple of children (like I do) – they wear older siblings stuff and look like out of an S/S 2020 lookbook… which leads me to my next topic…

Pitti Bimbo 90


Mentioned as a trend by many but personally, I think eco-sustainability is no longer that but an actual reality. And rightfully so! However, it was a big topic during Pitti Bimbo 90 and incorporated into shows, exhibits, and presentations. And of course, the brands are more and more sensitive towards protecting the planet. From the materials used to the graphics, and the communication.

Now, what I found surprising was that I thought we are well passed the moment of awareness. And I wondered why I am seeing, again, so many pieces that just lacked a sense of fashion. Pieces that were foremost sustainable and yet very plain, simple, and ‘pure’. Should we not show the world, the parents, and our children that sustainable can be chic, fun, and cool? Are we not steps ahead of beige, brown, and hemp fabrics?

Nonetheless, it is very encouraging to see how brands approach sustainable practices. Now we need to communicate to the consumers.  Because they have the power to change things through their purchases and to be a role model for their children.

Personally, I find the whole progress very interesting and inspiring. All the possibilities, research, and progress is fantastic. There are so many ideas on how to be more kind to our planet. Shame we did not start earlier but at least we are on it now…

Would you be interested in an article to highlight fashion brands that are really at the forefront of sustainability? Let me know!

Images 1&2: AKAstudio – collective
Image 3: Eeva Suutari
Image 4: Giovanni Giannoni

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