Pretty in Pitti

The international trade show curates an indulgent experience of European fashion.

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The only thing making buyers melt more than the 90-degree heat at Pitti Bimbo was the show’s breathtaking curation of Spring ’18 childrenswear. Last weekend, Earnshaw’s jetted off to oh-so-bellissimo Firenze for the 85th edition of Pitti Immagine Bimbo. The international trade show, held from June 22 to June 24, was flooded with more than 5,300 buyers, with the total number of visitors reaching around 10,000.

Attendees enjoy complimentary fans to keep cool in the summer heat.

Futuristic check-in technology at the front entrance.

International and Italian children’s fashion buyers gathered at the Fortezza da Basso, curious to discover all the latest innovative ideas presented by 548 brands.

Care Bears celebrates its 35th anniversary with children’s apparel partnerships.

The show’s floral-inspired theme, dubbed “Boom, Pitti Blooms,” was a hit with its attendees and exhibitors alike. Bursting with cheerful flowers, many brands capitalized on the theme with booths spanning retro flower power to elegant English gardens. Not only did the indulgent florals create an enchanting atmosphere, but it was an intentional metaphor for the fair being a fertile ground for new, and often unusual, creative expressions. “We like flowers, but even more the idea that they can flourish,” says Raffaello Napoleone, CEO of Pitti Immagine. “They blossom season after season.”

One of the most popular installations at the show was by Dolce & Gabbana, imitating a market overflowing with flowers and a spectrum of colorful Spring ’18 fashions. Attendees visiting the booth were greeted by two “florists:” cartoon versions of Domenico Dolce and Stefano Gabbana! A spectacle that certainly created buzz on social media (see for yourself at the hashtag #DGCloni).

Special guests smile for the camera at the Dolce & Gabbana installment.

“There was a decisively positive atmosphere at the Fortezza,” Napoleone affirms, noting that he witnessed a succession of business meetings, presentations and events for buyers and press. Napoleone also gave a nod to the special participations, returns and launches hosted at this edition – including Dolce & Gabbana and Roberto Cavalli Junior, as well as the launch of the Emilio Pucci childrenswear line. “There were also many positive comments about the new projects and the sections dedicated to research and lifestyle which, season after season, expand the boundaries of the kids’ universe.”

The ever-popular bomber silhouette hangs at the new Roberto Cavalli Jr. collection.

As usual, the trade show was broken into several “worlds,” making for a playful layout that’s easy for attendees to navigate.

Girls’ brand Pero decorates with hanging floral display in the “Apartment.”


A collection of eco-friendly brands attract buyers to the “Ecoethic” world.


Attendees get a taste of the “Food Flair” editorial space.


Some youngsters  exploring the “Happy Camp” space.


“Sport Generation” experienced an increase in exhibitors from last season.


Tommy Hilfiger participates for the first time at Pitti in “Sport Generation.”


Up-and-coming brands generate new business in “The Nest.”


And then, of course, everyone watched in awe at the brilliant runway shows throughout the day and evening…


Fun & Fun offers a taste of the tropics.


Boutique luxury brands strut their stuff at the Apartment show.


Barcarola goes west at the Children’s Fashion from Spain show.

Couldn’t hop across the pond this season? No worries—stay tuned for Earnshaw’s Spring ’18 European trend report to be published in our upcoming August issue.

And, in the meantime, mark your calendar for the next edition of Pitti Immagine from Jan. 18 to 20. Hope to see you there!

Visitors enjoy a night of fun at the V.I.P. Pitti Blooms party.












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